The Influence of Social Customer Relationship Management (SCRM) on Customer Relationship Performance
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 orientati...
| Main Authors: | , |
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| Format: | Article |
| Language: | fas |
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Yazd University
2019-01-01
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| Series: | کاوشهای مدیریت بازرگانی |
| Subjects: | |
| Online Access: | http://bar.yazd.ac.ir/article_1322_bd2afa00bf3522e6b89147ee9b5c6c15.pdf |
| Summary: | 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. |
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| ISSN: | 2645-386X 2645-3878 |