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Information 2018, 9(12), 306; https://doi.org/10.3390/info9120306

Social Customer Relationship Management and Organizational Characteristics

1
Institute of Business Economics and Management, University of Pardubice, Pardubice 53210, Czech Republic
2
Department of Management, University of Hradec Kralove, Hradec Kralove 50003, Czech Republic
*
Author to whom correspondence should be addressed.
Received: 2 November 2018 / Revised: 23 November 2018 / Accepted: 29 November 2018 / Published: 2 December 2018
PDF [595 KB, uploaded 2 December 2018]   |   Review Reports

Abstract

Social customer relationship management (SCRM) is a new philosophy influencing the relationship between customer and organization where the customer gets the opportunity to control the relationship through social media. This paper aims to identify (a) the current level of SCRM and (b) the influence of basic organizational characteristics on the SCRM level. The data were gathered through a questionnaire distributed to 362 organizations headquartered in the Czech Republic. The questionnaire comprised 54 questions focusing on the significance of marketing and CRM practices, establishing a relationship with the customer, online communities, the use of social media in marketing, and acquiring and managing information. Scalable questions with a typical five-level Likert scale were applied in the questionnaire. The results show that larger firms more often set up their own online communities and manage them strategically; moreover, they are able to manage information better. Contrariwise, small-sized organizations use social networks as a way to establish communication with the customer more than large-sized entities. The use of social media for marketing purposes is significantly higher in organizations oriented to consumer markets than in those oriented to business markets.
Keywords: customer relationship management (CRM); social media; social CRM; customer information, small and medium enterprises (SMEs) customer relationship management (CRM); social media; social CRM; customer information, small and medium enterprises (SMEs)
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
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Kantorová, K.; Bachmann, P. Social Customer Relationship Management and Organizational Characteristics. Information 2018, 9, 306.

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