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Evaluating Social CRM Performance: An Organizational Perspective
Pacific Asia Conference on Information Systems
This paper presents a formative measurement model for Social CRM performance in order to achieve and assess company objectives. The current literature for measuring Social CRM performance does not provide a holistic approach and is operationalized with reflective indicators. To address this gap, the article follows the procedure of Moore and Benbasat (1991) , including the creation and assessment of new constructs with new developed and evaluated formative indicators. To evaluate the impact ofdblp:conf/pacis/KupperWLJ15 fatcat:vfwzgblxxje5vkellpndxlupne