دانلود مقاله isi آنالیز قابلیت های مدیریت ارتباط با مشتری با تکنولوژی رسانه اجتماعی
ددانلود رایگان مقاله الزویر در مورد بررسی قابلیت های مدیریت ارتباط با مشتری با تکنولوژی رسانه اجتماعی (کلیک کنید)
توضیحات :
وبسایت مکاله اقدام به ارائه پروژه ی ساینس دایرکت با فرمت pdf، از انتشارات الزویر برای رشته علوم اقتصادی، و با عنوان بررسی قابلیت های مدیریت ارتباط با مشتری با تکنولوژی رسانه اجتماعی نموده است.
مشخصات این مقاله :
عنوان مقاله :
Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM
ترجمه فارسی عنوان :
بررسی قابلیت های مدیریت ارتباط با مشتری با استفاده از فن آوری های رسانه های اجتماعی : آزمایش مبتنی بر قابلیت CRM
سال انتشار : 2013
متعلق به مجله یا ژورنال : نشریه پژوهش های کسب و کار – Journal of Business Research
فرمت: PDF
تعداد صفحات: 8
شماره پروژه: 5103
کلمات کلیدی :
Customer relationship management,CRM,Customer relationship performance,Information technology,Marketing capabilities,Social media technology
مدیریت ارتباط با مشتری، CRM، عملکرد ارتباط با مشتری، فناوری اطلاعات، قابلیت های بازاریابی، فن آوری رسانه های اجتماعی
چکیده :
Abstract
This study examines how social media technology usage and customer-centricmanagement systems contribute to a firm-level capability of social customer relationship management (CRM). Drawing from the literature in marketing, information systems, and strategic management, the first contribution of this study is the conceptualization and measurement of social CRM capability. The second key contribution is the examination of how social CRM capability is influenced by both customer-centric management systems and social media technologies.These two resources are found to have an interactive effect on the formation of a firm-level capability that is shown to positively relate to customer relationship performance. The study analyzes data from 308 organizations using a structural equation modeling approach.
مقدمه این مقاله :
Introduction
Much like marketing managers in the late 1990s through early 2000s, who participated in the widespread deployment of customer relationship management (CRM) technologies, today’s managers are charged with integrating nascent technologies – namely, social media applications – with existing systems and processes to develop new capabilities that foster stronger relationshipswith customers. Thismerger of existing CRM systems with socialmedia technology has given way to a new concept of CRM that incorporates a more collaborative and network-focused approach to managing customer relationships. The term social CRM has recently emerged to describe this new way of developing and maintaining customer relationships (Greenberg, 2010). Marketing scholars have defined social CRM as the integration of customer-facing activities, including processes, systems, and technologies, with emergent social media applications to engage customers in collaborative conversations and enhance customer relationships (Greenberg, 2010; Trainor, 2012). Organizations are recognizing the potential of social CRM and havemade considerable investments in social CRMtechnology over the past two years. According to Sarner et al. (2011), spending in social CRM technology increased by more than 40% in 2010 and is expected to exceed $1 billion by 2013. Despite the current hype surrounding social media applications, the efficacy of social CRM technology remains largely unknown and underexplored. Several questions remain unanswered, such as: 1) Can social CRM increase customer retention and loyalty? 2) How do social CRM technologies contribute to firm outcomes? 3)What role is played by CRM processes and technologies? As a result, companies are largely left to experiment with their social application implementations (Sarner et al., 2011), and they do so without a clear picture of how these new technologies can be used to develop new, performanceenhancing capabilities. Researchers have demonstrated that CRM technologies alone rarely provide direct value to firms, and, instead, these technologies are most effective when combined with other firm resources and processes (e.g., Chang, Park, & Chaiy, 2010; Jayachandran, Sharma, Kaufman, & Raman, 2005; Srinivasan & Moorman, 2005). While extant literature provides a firm footing upon which to base social CRM research, little research has yet examined how social media technologies interact with CRM systems and processes to enhance customer relationships.
توجه :
– این مقاله به صورت کامل و با فرمت پی دی اف آماده خرید اینترنتی و دانلود آنی میباشد.
توضیحات بیشتر در مورد پروژه :
در این مقاله خواهید خواند که این مطالعه به بررسی چگونگی کمک رسانه های اجتماعی با استفاده از تکنولوژی و سیستم های مدیریت مشتری محور در مدیریت ارتباط با مشتری می پردازد. همچنین در این مطالعه از 308 داده سازمان ها با استفاده از روش مدل سازی معادلات ساختاری مورد تجزیه و تحلیل قرار گرفته است.
ددانلود رایگان مقاله الزویر در مورد بررسی قابلیت های مدیریت ارتباط با مشتری با تکنولوژی رسانه اجتماعی (کلیک کنید)
