Social customer relationship management factors and business benefits

Nguyen

2021

Self Cite

Purpose The purpose of this study is to examine the value co-creation at bottom of the pyramid (BOP) using social media and to investigate how it is impacted by age, gender and peer influence. Design/methodology/approach A BOP approach provides sustainable profits by involving low-income producers and consumers by way of co-creating values. The focus of the BOP approach in the business environment in this study is to establish co-creation among the different stakeholders at the BOP level. With the help of a literature review and related theories, a conceptual model has been developed. The model has been tested statistically for validation using a survey by considering 314 usable respondents. Findings This study has focused on the impact of different issues such as age, gender and peer influence concerning the consumers at BOP segments involving in co-creation activities. The study finds that people at BOP segments emphasize more social media usage compared to the influence of peers in the context of co-creating values. Research limitations/implications Co-creation at BOP is a new approach. This study is unique research where it identifies the impact of gender, age and peer influence at the BOP level consumers for co-creation activities. The study also highlights the influence of social media on BOP consumers for co-creating values. The model so developed along with the findings of this study contribute to the overall body of knowledge in this area which has a wider theoretical and social implication. Practical implications The proposed model in this study can help organizations to understand the impact of age, gender, peer influence on value co-creation activities at BOP using social media. This study can help managers of the organizations involved in co-creation at BOP to formulate an appropriate strategy to get engaged with the customers at BOP. Finally, this study can motivate customers to value co-creating and engaging with organizations. Originality/value This study has primarily identified the impact of age, gender and peer influence for the consumers at BOP segments and is involved in different co-creation activities. The study has been mainly conducted in India, an emerging economy. None of such studies has been conducted in the emerging markets. Thus, this study claims to have possessed its uniqueness.

Section: Introductionmentioning

confidence: 99%

Value co-creation and social media at bottom of pyramid (BOP)

Nguyen

2021

Self Cite

“…The relationship may not pass through a crucial period, but if it lasts longer, the involved parties will learn how to deepen mutual understanding and they would be able to realize each other's idiosyncrasies (Lai et al, 2005;Bhattacharya and Chatterjee, 2020). A long-term relationship improves the quality of understanding between the buyer and supplier that would help to develop BS (Das and Teng, 2001;Christofi et al, 2019;Chatterjee et al, 2020a). All these inputs lead us to hypothesize as follows:…”

Section: Relationship Lengthmentioning

confidence: 99%

Does “CHALTA HAI”culture negatively impacts sustainability of business firms in India? An empirical investigation

Chaudhuri

Vrontis

et al. 2021

JABS

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Purpose Chalta hai (it is fine or it is acceptable) is an Indian cultural phenomenon that influences attitude towards work and business and diachronically adversely affects both. The purpose of this study is to explore its impact on the sustainability of business firms operating in India. Design/methodology/approach The research has firstly undertaken a theoretical study towards the development of appropriate hypotheses and a corresponding conceptual model, with emphasis on the effects of chalta hai culture as a moderator of the predictor-sustainability linkages. The model has been validated statistically through partial least square- structural equation modelling analysis of usable feedbacks from 349 respondents. Findings The research has concluded that the cultural notion of chalta hai impacts adversely the sustainability of business firms operating in India, with its effects being dominant. Research limitations/implications The research has scholarly and executive implications, as well as socio-cultural implications. The sample, however, allows for conclusions to be drawn reliably but with limited generalizability. Additionally, only three predictors have been considered, bestowing upon future research the task of building on the present model through additional pertinent predictors and boundary conditions that will enhance its explanative power. Practical implications The research has provided a scientifically developed model that guides Indian firm managers through appropriate steps that dissuade stakeholders from exhibiting the behavioural traits and attitudes of chalta hai culture, highlighting along the way its detrimental effects on Indian business sustainability. Originality/value There is little research on the business impacts of chalta hai and regarding the sustainability perspective/focus. In addition, this is in sharp contrast to the spread and impact of the phenomenon. This research and its findings, therefore, are valuable with regard to both their wider context (“chalta hai” business effects) and their specific focus (sustainability).

“…The stages are perceived to be the initial stage, early adoption stage, intermediate adoption stage, advanced adoption stage and completion stage. The organizations will implement advanced ICT-enabled CRM (e-CRM) in all functional areas (Chatterjee et al , 2020a). The organizations should adopt an ICT-enabled CRM system to develop their business strategy.…”

Section: Industry Contextmentioning

confidence: 99%

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

Chaudhuri

Vrontis

et al. 2020

JABS

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Purpose The paper aims to develop a comprehensive framework for adopting an information and communication technology (ICT)-enabled customer relationship management (CRM) system, toward strengthening and expanding the customer basis of the organization. Design/methodology/approach Advanced ICT-enabled CRM includes mobile CRM, AI integrated CRM and social CRM and several business organizations have already started exploring their advanced utilization for direct financial gain and indirect “soft” benefits. Most of them, however, are challenged in the process, due to lower-than-demanded adoption of such CRM systems. To deal with the issue, the paper methodologically applies a dual qualitative case study approach that ultimately develops an advanced comprehensive CRM adoption framework. Findings The key findings pertaining to the evaluation of organizations’ readiness to adopt advanced ICT-enabled CRM systems in terms of infrastructure and resources, the identification of the critical functional areas of the organization’s focus and the differences in the requisite approaches across industries and organization types. Practical implications In the context of the internet and social media, the analysis and management of customer big data and their transcription into useable information is crucial. Traditional and conventional CRM was deemed unable to address this need, thus necessitating the use of advanced ICT-enabled CRM. The proposed corresponding framework tangibly and practically, thus, directs businesses toward the successful deployment of ICT-based CRM systems. Originality/value This study constitutes a novel attempt to identify the issues of deployment of ICT-based CRM systems in an organization and proposes a comprehensive framework, which will enable organizations to overcome the barriers when adopting a new system.