Customer relationship performance results from the successful implementation of CRM, which leads to effective and efficient marketing activities, gaining a competitive advantage, customer loyalty, and ultimately company performance. This study examined customer relationship orientation and CRM capabilities and value creation methods in social networks on customer relationship performance. We used a structured questionnaire to measure the research variables, and the statistical population was the Saipa company's managers in 2020. A structural equation modeling based on linear regression calculation between different variables is used to investigate the relationship between the hypotheses. The study results indicate a significant effect of customer relationship orientation, value creation methods, use of social media, and social information processing on customer relationship performance. Also, customer relationship performance has a significant effect on company performance, while CRM and customer relationship orientation's social capabilities do not.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Theoretical foundations and research hypotheses: A review of literature…
- The orientation of the company's customer relationship
- Overall performance of the company
- Customer engagement initiatives
- Social information processes
- Initiatives to engage the customer in social information processing
- Customer relationship performance
- Communicating with customers and using social media
- Internal Information Sharing
- Social Media Accountability
- Value creation practices
- Imaging Management
- Brand use
- Social networking methods
- Ways to get involved and participate in the association
- Social CRM capabilities
- Effects of social CRM capabilities
- Research Methodology
- Social media has three dimensions
- Data Analysis
- Q2 criterion evaluation
- Discussion and Conclusion
- References
- Biography
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to explore the impact of customer relationship orientation, CRM capabilities, and value creation methods in social networks on customer relationship performance, ultimately focusing on company performance. It analyzes the link between these factors within the context of Saipa Automotive Company, using a structured questionnaire and statistical modeling.
- Customer Relationship Orientation in Social CRM
- CRM Capabilities and Value Creation Methods in Social Networks
- Customer Relationship Performance in Social CRM
- Impact of Social CRM on Company Performance
- The role of social media in customer relationship management
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: The chapter discusses the changing landscape of customer relationships, emphasizing the importance of customer-centric strategies and the rise of Social Customer Relationship Management (S-CRM) in today's market. It highlights the need for organizations to understand and implement S-CRM effectively.
- Theoretical foundations and research hypotheses: A review of literature: This chapter presents the theoretical framework and research hypotheses that underpin the study. It delves into the relationship between customer relationship orientation, CRM capabilities, and social media engagement on customer relationship performance and ultimately company performance. Key concepts like social information processing and value creation practices are introduced, setting the stage for the research methodology.
- Research Methodology: This chapter outlines the research methodology employed in the study. It describes the data collection methods, including the structured questionnaire, the target population (Saipa company managers), and the statistical techniques used for data analysis. The three dimensions of social media are also explained, providing a framework for analyzing its impact on customer relationships.
Schlüsselwörter (Keywords)
This research focuses on Social Customer Relationship Management (S-CRM), social marketing, customer relationship performance, company performance, and social media utilization. It investigates the impact of customer relationship orientation, CRM capabilities, and value creation methods on customer relationships in a social media context. The study also examines how these factors contribute to overall company performance.
- Quote paper
- Mostafa Esmaeili Shayan (Author), Sahar Esmaeili Shayan (Author), 2020, Factors Impacting Customer Relationship Performance in Social CRM, Munich, GRIN Verlag, https://www.grin.com/document/942698
