The Influence of Social Customer Relationship Management (SCRM) on Customer Relationship Performance

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Industrial and Financial Management, Faculty of Management and Accounting, College of Farabi, University of Tehran, Iran

2 MSc in Public Management-Information Systems, Faculty of Management and Accounting, College of Farabi, University of Tehran, Iran

Abstract

The aim of this study is to evaluate the effect of social customer relationship management (SCRM) on the relationship of the senior managers and experts of independent organizations in Fars province with customers. Social customer relationship management includes variables such as customer orientation, use of social media technology, customer engagement initiatives, relationship information processes and capabilities of social customer relationship management. Using a questionnaire, the data were collected from 150 marketing professionals. The reliability and the validity were tested by Cronbach's alpha and the content validity test. To analyze the data, structural equation modeling was performed using the Warp Pls14 software. The results showed that the application of the variables of social customer relationship management has a significant positive impact on customer relationship performance. In general, all the study hypotheses were confirmed, but relationship information processes proved to have no impact on social customer relationship management capabilities.

Keywords

References

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Journal of Business Administration Researches
Volume 10, Issue 20
February 2019
Pages 115-134

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