Firm Performance through Social Customer Relationship Management: Evidence from Small and Medium Enterprises
Author(s)
Ahani, Ali
Rahim, Nor Zairah Ab
Nilashi, Mehrbakhsh
Griffith University Author(s)
Year published
2017
Metadata
Show full item recordAbstract
The objective of this study is to investigate the effect of social customer relationship management (CRM) adoption on firm performance in small and medium enterprises (SMEs) context. Accordingly, we develop a new adoption-performance model for social CRM strategy at the organization level. The proposed model of this study links technological, organizational, environmental and process factors to social CRM adoption and performance. The proposed hypotheses were verified by using structural equation modeling on a dataset of 240 SMEs across Kuala Lumper, the capital city of Malaysia. The results revealed that top management ...
View more >The objective of this study is to investigate the effect of social customer relationship management (CRM) adoption on firm performance in small and medium enterprises (SMEs) context. Accordingly, we develop a new adoption-performance model for social CRM strategy at the organization level. The proposed model of this study links technological, organizational, environmental and process factors to social CRM adoption and performance. The proposed hypotheses were verified by using structural equation modeling on a dataset of 240 SMEs across Kuala Lumper, the capital city of Malaysia. The results revealed that top management support, IT/IS knowledge of employee, cost, relative advantage, compatibility, customer pressure and competitive pressure are important drivers for social CRM adoption. Finally, this study confirms that there is a significant relationship between social CRM adoption and SMEs performance.
View less >
View more >The objective of this study is to investigate the effect of social customer relationship management (CRM) adoption on firm performance in small and medium enterprises (SMEs) context. Accordingly, we develop a new adoption-performance model for social CRM strategy at the organization level. The proposed model of this study links technological, organizational, environmental and process factors to social CRM adoption and performance. The proposed hypotheses were verified by using structural equation modeling on a dataset of 240 SMEs across Kuala Lumper, the capital city of Malaysia. The results revealed that top management support, IT/IS knowledge of employee, cost, relative advantage, compatibility, customer pressure and competitive pressure are important drivers for social CRM adoption. Finally, this study confirms that there is a significant relationship between social CRM adoption and SMEs performance.
View less >
Conference Title
2017 International Conference on Research and Innovation in Information Systems (ICRIIS)
Subject
Science & Technology
Computer Science, Information Systems
Social CRM