Factors Impacting Customer Relationship Performance in Social CRM

Case Study: Saipa Automotive Company


Research Paper (undergraduate), 2020

31 Pages, Grade: A++


Abstract or Introduction

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.

Details

Title
Factors Impacting Customer Relationship Performance in Social CRM
Subtitle
Case Study: Saipa Automotive Company
Course
Customer Relationship Performance in Social CRM
Grade
A++
Authors
Year
2020
Pages
31
Catalog Number
V942698
ISBN (eBook)
9783346276643
Language
English
Notes
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.
Tags
Social CRM, Social Marketing, Customer Relationship Performance, 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

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