Social Customer Relationship Management and Organizational Characteristics

Abstract

Social customer relationship management (SCRM) is a new philosophy influencing the relationship between customer and organization where the customer gets the opportunity to control the relationship through social media. This paper aims to identify (a) the current level of SCRM and (b) the influence of basic organizational characteristics on the SCRM level. The data were gathered through a questionnaire distributed to 362 organizations headquartered in the Czech Republic. The questionnaire comprised 54 questions focusing on the significance of marketing and CRM practices, establishing a relationship with the customer, online communities, the use of social media in marketing, and acquiring and managing information. Scalable questions with a typical five-level Likert scale were applied in the questionnaire. The results show that larger firms more often set up their own online communities and manage them strategically; moreover, they are able to manage information better. Contrariwise, small-sized organizations use social networks as a way to establish communication with the customer more than large-sized entities. The use of social media for marketing purposes is significantly higher in organizations oriented to consumer markets than in those oriented to business markets.

Sustainability in Marketing through Customer Relationship Management in a Telecommunication Company

“…CRM allows enterprises to identify and hold loyal customers. IT helps enterprises address, serve the most profitable customers and thereby, build profitable relationship with customers at lower costs (Kantorova and Bachmann, 2018;Eriksson, LeBel, & Lindroos, 2017;Nemec et al, 2017). Positive interaction with customers, more effective way of providing data to marketing department and enterprise management, more effective communication, cutting operation costs are considered the greatest contribution of CRM (Durisova and Kucharcikova, 2014).…”

ICT-enabled CRM system adoption: a dual Indian qualitative case study and conceptual framework development

“…This study has developed a useful framework for ICT-enabled CRM systems, which should help organizations by facilitating the progress of the adoption of such systems. However, one should not be overly optimistic to generalize that the use of advanced ICT-enabled CRM systems is a “magic bullet” to ensure automatic success (Kantorova and Bachmann, 2018). To achieve the best results, the organizational authorities need to understand their weak functional areas and then choose the appropriate system for them.…”

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