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 |
| Published: |
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 |
| _version_ | 1797814829721845760 |
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| author | Seyed Mohammadbagher Jafari Zeinab Yaghobi Jahromi |
| author_facet | Seyed Mohammadbagher Jafari Zeinab Yaghobi Jahromi |
| author_sort | Seyed Mohammadbagher Jafari |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-13T08:13:31Z |
| format | Article |
| id | doaj.art-6bb00580f090452c90cfc36fbf09ff97 |
| institution | Directory Open Access Journal |
| issn | 2645-386X 2645-3878 |
| language | fas |
| last_indexed | 2024-03-13T08:13:31Z |
| publishDate | 2019-01-01 |
| publisher | Yazd University |
| record_format | Article |
| series | کاوشهای مدیریت بازرگانی |
| spelling | doaj.art-6bb00580f090452c90cfc36fbf09ff972023-05-31T20:12:51ZfasYazd Universityکاوشهای مدیریت بازرگانی2645-386X2645-38782019-01-01102011513410.29252/bar.2019.13221322The Influence of Social Customer Relationship Management (SCRM) on Customer Relationship PerformanceSeyed Mohammadbagher Jafari0Zeinab Yaghobi Jahromi1Assistant Professor, Department of Industrial and Financial Management, Faculty of Management and Accounting, College of Farabi, University of Tehran, IranMSc in Public Management-Information Systems, Faculty of Management and Accounting, College of Farabi, University of Tehran, IranThe 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.http://bar.yazd.ac.ir/article_1322_bd2afa00bf3522e6b89147ee9b5c6c15.pdfcustomer relationship managementsocial media technologysocial customer relationship managementcustomer relationship performance |
| spellingShingle | Seyed Mohammadbagher Jafari Zeinab Yaghobi Jahromi The Influence of Social Customer Relationship Management (SCRM) on Customer Relationship Performance کاوشهای مدیریت بازرگانی customer relationship management social media technology social customer relationship management customer relationship performance |
| title | The Influence of Social Customer Relationship Management (SCRM) on Customer Relationship Performance |
| title_full | The Influence of Social Customer Relationship Management (SCRM) on Customer Relationship Performance |
| title_fullStr | The Influence of Social Customer Relationship Management (SCRM) on Customer Relationship Performance |
| title_full_unstemmed | The Influence of Social Customer Relationship Management (SCRM) on Customer Relationship Performance |
| title_short | The Influence of Social Customer Relationship Management (SCRM) on Customer Relationship Performance |
| title_sort | influence of social customer relationship management scrm on customer relationship performance |
| topic | customer relationship management social media technology social customer relationship management customer relationship performance |
| url | http://bar.yazd.ac.ir/article_1322_bd2afa00bf3522e6b89147ee9b5c6c15.pdf |
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