The overarching aim of this research study is to develop and empirically test a framework outlining how the social customer relationship management (CRM) process can be carried out in practice, in line with the antecedents and outcomes of this process. The primary contribution made by the research lies in the application and extension of the relational information processes developed by Jayachandran et al. (2005) in a social CRM context. This study proposes that the social capabilities provided by social networking sites (SNSs), when integrated with the interaction and information management capabilities inherent in relational information processes, facilitates the extension of these processes to include the co-creation of value with customers, thus enhancing customer relationships. SNSs act as a key facilitator of value co-creation activities due to the depth and networked interactions they afford, Informed by the resource-based view of the firm, dynamic capabilities approach and service-dominant logic literature, this research study develops and empirically examines a framework of the social CRM process. Data was collected from key informants in the Irish hotel industry, Adopting an explanatory research design, quantitative data collection was employed to operationalise and test the framework. Quantitative data collection took the form of a questionnaire. Data was analysed using the statistical package for the social sciences (SPSS) and partial least squares structural equation modelling (PLS-SEM). In light of the mixed results of CRM initiatives, this study demonstrates that SNSs play a key role in CRM success, Extending CRM into a social context, SNSs overcome the limitations of traditional CRM technologies, facilitating the depth and networked interactions necessary to engage and co-create value with customers
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:680158 |
| Date | January 2015 |
| Creators | Diffley, Sarah |
| Publisher | Queen's University Belfast |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
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