» :: مقاله همراه با ترجمه با موضوع استفاده از تکنولوژی رسانه های اجتماعی و عملکرد رابطه مشتری : قابلیت
CRM
Social media technology usage and customer relationship performance:
A capabilities-based examination of social CRM
a b s t r a c t
This study examines how social media technology usage and customer-centric management systems contribute
to a firm-level capability of social customer relationship management (CRM). Drawing from the literature in
marketing, information systems, and strategic management, the first contribution of this study is the conceptualization
and measurement of social CRM capability. The second key contribution is the examination of how
social CRM capability is influenced by both customer-centric management systems and social media technologies.
These two resources are found to have an interactive effect on the formation of a firm-level capability
that is shown to positively relate to customer relationship performance. The study analyzes data from 308
organizations using a structural equation modeling approach
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