Exploratory study of Social CRM use in SMEs

Marjeta Marolt, Hans-Dieter Zimmermann, Andreja Pucihar
2018 Engineering Economics  
Social customer relationship management (social CRM) can enhance the performance of the enterprise through effective communication with customers and management of customer information. Whilst several studies have examined social CRM use from the perspective of large enterprises, relatively few have examined its use by micro, small and medium-sized enterprises (SMEs) which due to unique characteristics differ from large enterprises. The main objective of this paper is to provide a practical
more » ... pective on social CRM use in SMEs. This study applies a qualitative research approach by conducting six semi-structured interviews. To determine the antecedents of the intensity of social CRM, the dimensions of the intensity of social CRM use, as well as its impact on performance outcomes, a content analysis has been utilized. The findings reveal that social CRM use is complex; therefore, we propose a two-dimensional conceptualization of the intensity of social CRM use. Furthermore, this study identifies antecedents, which appears to influence the intensity of social CRM use, including relative advantages, compatibility, top management support, organizational culture, technology readiness and external pressure. This study also implies that more intensive use of social CRM appears to improve performance outcomes. Considering the findings, the recommendations for future research are provided.
doi:10.5755/j01.ee.29.4.20246 fatcat:z2b3qufszfct7crsaxwxctii7q