They went on to map the performance of retail banks in Germany according to their social media engagement with customers above. While some industries, such as the lifestyle industry, telecommunications or the automotive industry, have realised the importance of social media, most banks are still struggling to get their social-media strategy right.
Abstract The aim of this thesis is to examine the uptake of Social Customer Relationship Management Social CRM in Australian companies by generating insight into factors that support or hinders adoption.
Social CRM is an emerging concept that includes strategies, processes and technologies to link social media with traditional CRM practices. Despite the growing attention being paid to Social crm thesis concept, there is little evidence on what determines the adoption of Social CRM by private companies.
Due to the lack of research on this topic, policy makers and company managers alike may struggle to understand the phenomenon and thus be uncertain about what actions or practices they should take to support and foster Social CRM engagement. There is thus a compelling need for exploratory research into the Social CRM phenomenon within the private sector context.
This research adopted a pragmatic ontology and epistemology through the use of mixed methods.
The research strategy involves the use of mixed methods design, where both the quantitative and qualitative data were collected concurrently at one point in time and combined together as one case study. The quantitative survey was used to gain a broad understanding of the current patterns of Social CRM adoption in Australian companies.
Semi-structured interviews were used to gain a deep understanding of the processes and activities underlying Social CRM adoption, implementation and evaluation. A concurrent approach to data collection was used, where both the quantitative and qualitative data were collected concurrently and equal priority was given to both methods.
The target participants were company owners, CEOs, marketing managers or IT managers who played a crucial role in making decisions on the adoption of Social CRM by the companies. Quantitative and qualitative data were first analysed separately and later combined the interpretation.
The quantitative data from the surveys were analysed using descriptive statistics. The qualitative data from the semi-structured interviews were analysed using thematic analysis by applying the principles of grounded theory to support thematic coding.
The combined findings reveal that Social CRM can be used to refine existing strategies or processes instead of creating major changes. As such, Social CRM can be considered as either a company strategy or part of an existing corporate strategy. Companies adopting Social CRM do so with the aim of building meaningful interactions and trust-based relationships with customers, rather than using it as a marketing tool.
There is a positive link between the size of the company and the development of Social CRM related technologies. Top management plays a key role in determining Social CRM adoption. The adoption of Social CRM is more likely in companies whose top management has ICT knowledge and skills, are early adopters of technology, and are able to develop a shared vision among employees to align ICT and marketing activities and functions.
This research has made contributions at three levels: At the substantive level, this research is the first large-scale exploration of the role and nature of Social CRM in Australian companies.
The findings are valuable for company managers wishing to formulate strategies or practices for effective Social CRM engagement.
At the methodological level, this research re-affirms the utility of a concurrent mixed-methods approach to research design in providing detailed insights into the Social CRM phenomenon as well as the utility of this existing suite of conventional methods for analysing data.markable and well-known thought leaders in the area of CRM and Social CRM.
I would like to extend my special thanks to Dr. Marjatta Huhta, the instructor of this Thesis for her constructive feedback, support and guidance during the study. International Journal of Business and Social Science Vol. 2 No. 10; June Customer Relationship Management and Its Relationship to the Marketing.
How Will My Life Change When I Accomplish This Goal? *. MASTER'S THESIS Customer Relationship Management Jens Berfenfeldt Luleå University of Technology Writing this thesis has been both difficult and fun to do, it has also been a very interesting “Customer Relationship Management is a term for the methodologies, technologies and e-.
Social customer relationship management (SCRM) is a phrase used to describe the addition of a social element in traditional CRM processes. Brands talk to customers, collaborate with them to solve business problems.
They empower customers through different ways and thus maintain more close relationship with the customers. Master's thesis by Vicky Zeamer S.M., Comparative Media Studies, Keywords: ethnography, expertise, food, Internet, narrative, photography, social media Internet Killed the Michelin Star: The Motives of Narrative and Style in Food Text Creation on Social Media.