Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises

Abstract: With the emergence of social media, customer relationship management has undergone noticeable changes and gained a great deal of attention from researchers and practitioners in recent years. In this paper, we provide additional insights into how intensively business-to-customer micro, smal...

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Autores principales:	Marolt,Marjeta, Zimmermann,Hans-Dieter, Žnidaršič,Anja, Pucihar,Andreja
Lenguaje:	English
Publicado:	Universidad de Talca 2020
Materias:	Social customer relationship management adoption Adoption intensity Antecedent Performance Micro Small and Medium-sized enterprises
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000200104
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spelling	oai:scielo:S0718-187620200002001042019-12-17Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized EnterprisesMarolt,MarjetaZimmermann,Hans-DieterŽnidaršič,AnjaPucihar,Andreja Social customer relationship management adoption Adoption intensity Antecedent Performance Micro Small and Medium-sized enterprises Abstract: With the emergence of social media, customer relationship management has undergone noticeable changes and gained a great deal of attention from researchers and practitioners in recent years. In this paper, we provide additional insights into how intensively business-to-customer micro, small and medium-sized enterprises adopt social customer relationship management. Based on the literature review and insights from interviews with six micro, small and medium-sized enterprise owners/managers, we developed a conceptual research model that integrates the antecedents, intensity of social customer relationship management adoption, and performance outcomes. For the intensity of social customer relationship management adoption, we applied process-based conceptualization consisting of the customer engagement process and customer data management process. Then we empirically tested a conceptual research model by using data collected in a survey of 119 micro, small and medium-sized enterprises in Slovenia. We found that not all antecedents are equally relevant to both processes of the intensity of social customer relationship management adoption. Additionally, we found that the intensity of social customer relationship management adoption has a positive effect on customer relationship performance. Based on these findings, we provide recommendations for further research and offer practical implications for micro, small and medium-sized enterprises considering social customer relationship management adoption.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.15 n.2 20202020-05-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000200104en10.4067/S0718-18762020000200104
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Social customer relationship management adoption Adoption intensity Antecedent Performance Micro Small and Medium-sized enterprises
spellingShingle	Social customer relationship management adoption Adoption intensity Antecedent Performance Micro Small and Medium-sized enterprises Marolt,Marjeta Zimmermann,Hans-Dieter Žnidaršič,Anja Pucihar,Andreja Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises
description	Abstract: With the emergence of social media, customer relationship management has undergone noticeable changes and gained a great deal of attention from researchers and practitioners in recent years. In this paper, we provide additional insights into how intensively business-to-customer micro, small and medium-sized enterprises adopt social customer relationship management. Based on the literature review and insights from interviews with six micro, small and medium-sized enterprise owners/managers, we developed a conceptual research model that integrates the antecedents, intensity of social customer relationship management adoption, and performance outcomes. For the intensity of social customer relationship management adoption, we applied process-based conceptualization consisting of the customer engagement process and customer data management process. Then we empirically tested a conceptual research model by using data collected in a survey of 119 micro, small and medium-sized enterprises in Slovenia. We found that not all antecedents are equally relevant to both processes of the intensity of social customer relationship management adoption. Additionally, we found that the intensity of social customer relationship management adoption has a positive effect on customer relationship performance. Based on these findings, we provide recommendations for further research and offer practical implications for micro, small and medium-sized enterprises considering social customer relationship management adoption.
author	Marolt,Marjeta Zimmermann,Hans-Dieter Žnidaršič,Anja Pucihar,Andreja
author_facet	Marolt,Marjeta Zimmermann,Hans-Dieter Žnidaršič,Anja Pucihar,Andreja
author_sort	Marolt,Marjeta
title	Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises
title_short	Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises
title_full	Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises
title_fullStr	Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises
title_full_unstemmed	Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises
title_sort	exploring social customer relationship management adoption in micro, small and medium-sized enterprises
publisher	Universidad de Talca
publishDate	2020
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000200104
work_keys_str_mv	AT maroltmarjeta exploringsocialcustomerrelationshipmanagementadoptioninmicrosmallandmediumsizedenterprises AT zimmermannhansdieter exploringsocialcustomerrelationshipmanagementadoptioninmicrosmallandmediumsizedenterprises AT 381nidar353i269anja exploringsocialcustomerrelationshipmanagementadoptioninmicrosmallandmediumsizedenterprises AT puciharandreja exploringsocialcustomerrelationshipmanagementadoptioninmicrosmallandmediumsizedenterprises
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Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises

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