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Article
Publication date: 20 August 2018

Marianna Sigala

This paper aims to debate the technology-driven transformation of customer relationship management (CRM) into social CRM, which entails a shift from a transactional and…

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5051

Abstract

Purpose

This paper aims to debate the technology-driven transformation of customer relationship management (CRM) into social CRM, which entails a shift from a transactional and automational solution to a customer experience management philosophy, reflecting high levels of customer empowerment.

Design/methodology/approach

A literature review provides a critical analysis of the concept, tenets, aims and implementation approaches of social CRM. Arguments are summarised by developing a process-based framework for implementing social CRM.

Findings

By adopting a value co-creation approach that recognises the technology-fostered customer empowerment, the social CRM highlights the need to immigrate from relationship management to relationship stewardship. In this vein, social CRM implementation should support and foster dialogue facilitation and customer engagement in co-creating customer experiences. To achieve these, five approaches for implementing social CRM are proposed: collecting, analysing and interpreting customer insight; monitoring and improving the performance of CRM; developing holistic and seamless personalised customer experiences; gamifying CRM and loyalty programmes; and nurturing community relationship management.

Research limitations/implications

The five approaches to social CRM implementation are identified and validated based on current industry practices, theoretical arguments and anecdotal evidence of professionals’ perceptions about their outcomes. Future research is required to collect hard evidence showing the business and customer impacts of these approaches.

Practical implications

Social CRM immigrates relationship management from a transactional to a customer experience mindset that treats customers as co-creators of value and demands the tourism and hospitality firms to exploit the affordances of information and communication technologies to collect and analyse customer data for better understanding the customer; develop customer touch points that do not only aim to sell but also primarily aim to enhance the customer interactions and experiences; consider and treat the customers and the customer communities as co-creators, brand ambassadors and stewards of relations; and motivate and enable customer participation into value co-creation processes for developing customer experiences and building relationships.

Originality/value

Research in social CRM is emerging, but it mainly focusses on defining its scope and identifying the functionality and adoption of social CRM technology. The paper contributes to the literature by proposing five specific approaches and a process framework for implementing social CRM. Various directions for future research are also provided.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 7
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 29 November 2018

Roberto Chierici, Alice Mazzucchelli, Alexeis Garcia-Perez and Demetris Vrontis

The purpose of this paper is to empirically investigate how big data collected from social media contribute to knowledge management practices, innovation processes and…

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1503

Abstract

Purpose

The purpose of this paper is to empirically investigate how big data collected from social media contribute to knowledge management practices, innovation processes and business performance.

Design/methodology/approach

The study used 418 questionnaires collected from firms that actively invest in marketing, advertising and communication in the Italian market. The hypotheses testing and analysis were conducted using structural equation modeling.

Findings

The results reveal that customers’ data gathered from social media produce different effects on knowledge management practices and firms’ innovation capacity. Furthermore, increased innovation capacity turned out to affect customer relationship performance directly, while it contributes to gain better financial performance only when it is used to gain relational outcomes.

Originality/value

The outcomes of the study help firms to develop a clear understanding about which big data retrieved from social media can be useful to improve their knowledge management practices and enhance their innovation capacity. Moreover, by investigating the mediating role of big data knowledge management in the context of social media knowledge acquisition and innovation capacity, this study also extends the mediation variables used to understand the relationship between knowledge capabilities and practices and innovation constructs.

Details

Management Decision, vol. 57 no. 8
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 18 April 2019

Siti Hasnah Hassan, Noor Mohamed Mohamed Haniba and Noor Hazlina Ahmad

In this twenty-first century, the emergence of social media has been integral in business-related processes, especially in small- and medium-sized enterprises (SMEs)…

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1006

Abstract

Purpose

In this twenty-first century, the emergence of social media has been integral in business-related processes, especially in small- and medium-sized enterprises (SMEs), which allows businesses to interact and build a relationship with customers to improve their sustainable service quality. Concisely, this study aims to examine the benefits of social customer relationship management (s-CRM) performance from the perceptive of SMEs owned by Muslims.

Design/methodology/approach

A survey method was used and the data were gathered from 135 SMEs which participated in Halfest (Halal Fiesta Malaysia) trade show in Kuala Lumpur, Malaysia.

Findings

Interestingly, the results revealed that the adoption of information and communications technology (ICT) has both direct and indirect impacts on s-CRM performance. On the other hand, the perceived value of s-CRM mediates the relationship between customer information management and performance of s-CRM. In this context, the perceived value was ascertained to be an influential factor for both ICT adoption and customer information management.

Research limitations/implications

With a connection to the results, this study concludes that to enhance business performance to sustain in the marketplace, the establishment of s-CRM is crucial, as it has significant implication in marketing, customer service and sales department of SMEs.

Originality/value

This paper provides new insight into the importance of s-CRM to SMEs to improve interactions with the key stakeholders and convey meaningful insight to instil customer-centric practices.

Details

International Journal of Ethics and Systems, vol. 35 no. 2
Type: Research Article
ISSN: 2514-9369

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Article
Publication date: 23 April 2020

Aurora Garrido-Moreno, Víctor García-Morales, Stephen King and Nigel Lockett

Although Social Media use has become all-pervasive, previous research has failed to explain how to use Social Media tools strategically to create business value in today's…

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1123

Abstract

Purpose

Although Social Media use has become all-pervasive, previous research has failed to explain how to use Social Media tools strategically to create business value in today's increasingly digital landscapes. Adopting a dynamic capabilities perspective, this paper empirically examines the specific process through which Social Media use translates into better performance and the capabilities involved in this process.

Design/methodology/approach

A research model is proposed that includes both antecedents and consequences of Social Media use. Existing research was examined to derive the research hypotheses, which were tested using SEM methodology on a sample of 212 hotels.

Findings

The results show that Social Media use does not exert significant direct impact on organizational performance. Rather, the findings confirm the mediating role played by Social CRM and Customer Engagement capabilities in the value creation process.

Practical implications

The results demonstrate how Social Media tools should be implemented and managed to generate business value in hotels. Implications yield interesting insights for hotel managers

Originality/value

This study is a first attempt to analyze empirically the real impact of digital media technologies, particularly Social Media use, drawing on the dynamic capabilities perspective and focusing on service firms (hotels). Including the variable “Organizational Readiness” as a basic prerequisite to benefit from Social Media use enhances the study's novelty and contribution.

Details

Journal of Service Management, vol. 31 no. 3
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 5 May 2020

Pasquale Del Vecchio, Gioconda Mele, Giuseppina Passiante, Demetris Vrontis and Cosimo Fanuli

This paper aims to demonstrate how the integration of netnography and business analytics can support companies in the process of value creation from social big data by…

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1186

Abstract

Purpose

This paper aims to demonstrate how the integration of netnography and business analytics can support companies in the process of value creation from social big data by leveraging on customer relationship management and customer knowledge management (CKM).

Design/methodology/approach

This paper adopts the methodology of a single case study by using desk analysis, netnography and business analytics. The context of analysis has been identified into the case of Aurora Company, a well-known producer of fountain pens.

Findings

The case demonstrates how the integration of big data analytics and netnography is relevant for the development of a customer relationship management strategy. The results obtained have been categorized according to the three main categories of customer knowledge, such as knowledge for, from and about customer.

Research limitations/implications

This paper presents implications for the advancement of the theory on CKM by demonstrating, as the acquisition, storage and management of data generated by customers on social media require the adoption of a cross-disciplinary approach resulting from the integration of qualitative and quantitative approaches. The framework is structured as methodological tool to detect knowledge in virtual community.

Practical implications

Practical implications arise for managers and entrepreneurs in terms of value creation from knowledge assets generated on social big data through the management of the customersrelationship and data-driven innovation patterns.

Originality/value

This paper offers an original contribution of integration of well-established research streams. The focus on the knowledge under the perspectives of information assets for, from and about customers in the debate on value creation and management of big data is an element of value offered by this study in addition to the comprehension of strategies of social customer relationship management as actual initiative embraced by a company in the leveraging of innovation and tradition.

Details

Journal of Knowledge Management, vol. 24 no. 4
Type: Research Article
ISSN: 1367-3270

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Article
Publication date: 11 November 2019

Dalila Brown, Pantea Foroudi and Khalid Hafeez

This paper aims to explore the relationship between corporate cultural/intangible assets and marketing capabilities by examining managers’ and entrepreneurs’ perceptions…

Abstract

Purpose

This paper aims to explore the relationship between corporate cultural/intangible assets and marketing capabilities by examining managers’ and entrepreneurs’ perceptions in a retail setting.

Design/methodology/approach

Nineteen face-to-face interviews were conducted with UK small and medium sized enterprise (SMEs) managers and entrepreneurs to identify six sub-capabilities that form marketing capability. The authors further validated the relationship between marketing sub-capabilities and its antecedent tangible and intangible assets. The qualitative approach used provided a deeper insight into the motivations, perceptions and associations of the stakeholders behind these intangible concepts, and their relationships with their customers.

Findings

The research identified that there is a strong relationship between tangible and intangible assets, their components and the following capabilities: corporate/brand identity management, market sensing, customer relationship, social media/communication, design/innovation management and performance management. In addition, companies need to understand clearly what tangible and intangible assets comprise these capabilities. Where performance management is one of the key internal capabilities, companies must highlight the importance of strong cultural assets that substantially contribute to a company’s performance.

Originality/value

Previous work on dynamic capability analysis is too generic, predominantly relating to the manufacturing sector, and/or focussing on using a single case study example. This study extends the concept of marketing capability in a retail setting by identifying six sub-capabilities and describing the relationship of each with tangible and intangible assets. Through extensive qualitative analysis, the authors provide evidence that by fully exploiting their embedded culture and other intangible components, companies can more favourably engage with their customers to attain a sustainable competitive advantage.

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Article
Publication date: 7 December 2020

Barbara Barney-McNamara, James Peltier, Pavan Rao Chennamaneni and Keith Eric Niedermeier

The purpose of this paper is to provide a detail review of the social selling literature and to offer future research needs. Social selling has gained the attention of…

Abstract

Purpose

The purpose of this paper is to provide a detail review of the social selling literature and to offer future research needs. Social selling has gained the attention of sales researchers. Rather than merely a new tool, social selling redefines the traditional sales process. However, the literature is spread across topics of social media and sales, social customer relationship management, salesforce automation and social selling, and does not provide an agreed-upon definition or tested construct for implementation.

Design/methodology/approach

The paper presents a comprehensive literature review of social selling and all related terminology.

Findings

The authors propose a social selling framework that includes personal branding, information exchange, networking and social listening to define and outline the construct while suggesting the antecedents and outcomes to guide future research. Findings from a literature review include outlining key theories used in social selling research.

Originality/value

This review offers a conceptual framework of social selling, including both antecedents and outcomes, to inform future research and guide academics and practitioners.

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Article
Publication date: 6 September 2011

Carolyn Heller Baird and Gautam Parasnis

The purpose of this paper is to present the augment of the authors, who are IBM consultants, that companies need to meld social media programs with customer relationship

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68020

Abstract

Purpose

The purpose of this paper is to present the augment of the authors, who are IBM consultants, that companies need to meld social media programs with customer relationship management (CRM). This new paradigm – Social CRM – recognizes that instead of just managing customers, the role of the business is to facilitate collaborative social experiences and dialogue that customers value.

Design/methodology/approach

Social media holds enormous potential for companies to get closer to customers and, by doing so, increase revenue, cost reduction and efficiencies. However, using social media as a channel for customer engagement will fail if the traditional CRM approaches are not reinvented,

Findings

According to IBM research, there is a large perception gap between what the customers seek via social media and what companies offer. Consumers are far more interested in obtaining tangible value, suggesting businesses may be confusing their own desire for customer intimacy with consumers' motivations for engaging.

Practical implications

To reinvent the company's CRM strategy it is important to recognize social media is a game changer and the customer is in control; make the customer experience seamless – across social media and other channels; start thinking like a customer – if one isn't sure what customers value, they should be asked; and monetize social media, if that is what customers want.

Originality/value

Social CRM is a new approach that recognizes consumers have strong opinions about relationships as customers being managed in a social media context and that their willingness to engage with companies should not be assumed or taken for granted.

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Book part
Publication date: 14 January 2019

Bilgehan Bozkurt

Abstract

Details

Debates in Marketing Orientation
Type: Book
ISBN: 978-1-78769-836-9

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Article
Publication date: 12 February 2018

Sarah Diffley, Patrick McCole and Elena Carvajal-Trujillo

The purpose of this paper is to develop and test a model examining the key factors that emerge from the social customer relationship management (CRM) process…

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1888

Abstract

Purpose

The purpose of this paper is to develop and test a model examining the key factors that emerge from the social customer relationship management (CRM) process. Specifically, this study aims to address the chain-of-effects that occurs as a result of the social CRM process, leading to superior levels of hotel performance.

Design/methodology/approach

Data were collected using a quantitative approach. Using a mail and online questionnaire, data were gathered from 120 key informants in hotels in Ireland. The proposed model was tested using partial least squares structural equation modelling.

Findings

Results demonstrate that the social CRM activities of hotels enhance hotel service innovation activities. This positively impacts the ability to develop a customer-linking capability, resulting in higher levels of customer performance. In turn, higher levels of customer performance leads to higher levels of financial performance.

Practical implications

Service innovation and customer-linking capability are identified as critical outcomes of the social CRM process that lead to enhanced hotel performance.

Originality/value

This study explains the chain-of-effects through which the social CRM process results in higher levels of performance.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 2
Type: Research Article
ISSN: 0959-6119

Keywords

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