Advertisement

Toward a Conceptual Model for Examining the Role of Social Media on Social Customer Relationship Management (SCRM) System

  • Abdullah M. Baabdullah
  • Nripendra P. Rana
  • Ali Abdallah Alalwan
  • Raed Algharabat
  • Hatice Kizgin
  • Ghazi A. Al-Weshah
Conference paper
Part of the IFIP Advances in Information and Communication Technology book series (IFIPAICT, volume 533)

Abstract

Organizations worldwide are becoming more interested in utilizing social media applications to enhance their marketing capabilities. One of the main fruits of integrating social media applications into the marketing, information technology and information systems areas is social customer relationship management (SCRM). SCRM has been the focus of attention for both marketing academics and practitioners. However, as this area is quite new, there is a need to propose a theoretical foundation explaining how using social media platforms for SCRM systems could predict customer engagement and customer relationship performance. Three main factors, i.e. social media use, a customer-centric management system, and relationship marketing orientation, are considered as key predictors of SCRM. SCRM is proposed as a key determinant of customer engagement, which in turn affects customer relationship performance. The proposed research methodology suggests conducting a quantitative study to validate the current study model. Further discussion regarding the research contribution and main limitations are provided in the last sections.

Keywords

SCRM Social media Customer engagement Jordan 

References

  1. 1.
    Abed, S.S., Dwivedi, Y.K., Williams, M.D.: Social media as a bridge to e-commerce adoption in SMEs: a systematic literature review. Mark. Rev. 15(1), 39–57 (2015)CrossRefGoogle Scholar
  2. 2.
    Abeza, G., O’Reilly, N., Reid, I.: Relationship marketing and social media in sport. Int. J. Sport Commun. 6(2), 120–142 (2013)CrossRefGoogle Scholar
  3. 3.
    Ahani, A., Rahim, N.Z.A., Nilashi, M.: Forecasting social CRM adoption in SMEs: a combined SEM-neural network method. Comput. Hum. Behav. 75, 560–578 (2017)CrossRefGoogle Scholar
  4. 4.
    Alalwan, A.A., Rana, N.P., Dwivedi, Y.K., Algharabat, R.: Social media in marketing: a review and analysis of the existing literature. Telematics Inform. 34, 1177–1190 (2017)CrossRefGoogle Scholar
  5. 5.
    Askool, S., Nakata, K.: A conceptual model for acceptance of social CRM systems based on a scoping study. Ai Soc. 26(3), 205–220 (2011)CrossRefGoogle Scholar
  6. 6.
    Berthon, P.R., Pitt, L.F., Plangger, K., Shapiro, D.: Marketing meets Web 2.0, social media, and creative consumers: implications for international marketing strategy. Bus. Horiz. 55(3), 261–271 (2012)CrossRefGoogle Scholar
  7. 7.
    Bhattacherjee, A.: Social Science Research: Principles, Methods, and Practices, 2nd edn. University of South Florida, Tampa, Florida, USA (2012)Google Scholar
  8. 8.
    Choudhury, M.M., Harrigan, P.: CRM to social CRM: the integration of new technologies into customer relationship management. J. Strateg. Mark. 22(2), 149–176 (2014)CrossRefGoogle Scholar
  9. 9.
    Coulter, K.S., Roggeveen, A.: “Like it or not” consumer responses to word-of-mouth communication in on-line social networks. Manage. Res. Rev. 35(9), 878–899 (2012)CrossRefGoogle Scholar
  10. 10.
    Diffley, S., McCole, P., Carvajal-Trujillo, E.: Examining social customer relationship management among Irish hotels. Int. J. Contemp. Hosp. Manage. 30, 1072–1091 (2018)CrossRefGoogle Scholar
  11. 11.
    Dwivedi, Y.K., Rana, N.P., Tajvidi, M., Lal, B., Sahu, G.P., Gupta, A.: Exploring the role of social media in e-government: an analysis of emerging literature. In: Proceedings of the 10th International Conference on Theory and Practice of Electronic Governance, pp. 97–106. ACM, March 2017Google Scholar
  12. 12.
    Dwivedi, Y., Irani, Z.: Understanding the adopters and non-adopters of broadband. Commun. ACM 52(1), 122–125 (2009)CrossRefGoogle Scholar
  13. 13.
    Hajli, N., Shanmugam, M., Papagiannidis, S., Zahay, D., Richard, M.O.: Branding co-creation with members of online brand communities. J. Bus. Res. 70, 136–144 (2017)CrossRefGoogle Scholar
  14. 14.
    Harrigan, P., Miles, M.: From e-CRM to s-CRM. Critical factors underpinning the social CRM activities of SMEs. Small Enterp. Res. 21(1), 99–116 (2014)CrossRefGoogle Scholar
  15. 15.
    Harrigan, P., Evers, U., Miles, M., Daly, T.: Customer engagement with tourism social media brands. Tour. Manage. 59, 597–609 (2017)CrossRefGoogle Scholar
  16. 16.
    Harrigan, P., Soutar, G., Choudhury, M.M., Lowe, M.: Modelling CRM in a social media age. Australas. Mark. J. (AMJ) 23(1), 27–37 (2015)CrossRefGoogle Scholar
  17. 17.
    Jaakkola, E., Helkkula, A., Aarikka-Stenroos, L.: Service experience co-creation: conceptualization, implications, and future research directions. J. Serv. Manage. 26(2), 182–205 (2015)CrossRefGoogle Scholar
  18. 18.
    Jayachandran, S., Sharma, S., Kaufman, P., Raman, P.: The role of relational information processes and technology use in customer relationship management. J. Mark. 69(4), 177–192 (2005)CrossRefGoogle Scholar
  19. 19.
    Kapoor, K.K., Tamilmani, K., Rana, N.P., Patil, P., Dwivedi, Y.K., Nerur, S.: Advances in social media research: past, present and future. Inf. Syst. Front. 20(3), 531–558 (2018)CrossRefGoogle Scholar
  20. 20.
    Leeflang, P.S., Verhoef, P.C., Dahlström, P., Freundt, T.: Challenges and solutions for marketing in a digital era. Eur. Manage. J. 32(1), 1–12 (2014)CrossRefGoogle Scholar
  21. 21.
    Leung, X.Y., Bai, B., Stahura, K.A.: The marketing effectiveness of social media in the hotel industry: a comparison of Facebook and Twitter. J. Hosp. Tour. Res. 39(2), 147–169 (2015)CrossRefGoogle Scholar
  22. 22.
    McCarthy, J., Rowley, J., Jane Ashworth, C., Pioch, E.: Managing brand presence through social media: the case of UK football clubs. Internet Res. 24(2), 181–204 (2014)CrossRefGoogle Scholar
  23. 23.
    McCole, D.: Seasonal employees: the link between sense of community and retention. J. Travel Res. 54(2), 193–205 (2015)CrossRefGoogle Scholar
  24. 24.
    Orlikowski, W.J., Baroudi, J.J.: Studying information technology in organizations: research approaches and assumptions. Inf. Syst. Res. 2(1), 1–28 (1991)CrossRefGoogle Scholar
  25. 25.
    Shareef, M.A., Mukerji, B., Dwivedi, Y.K., Rana, N.P., Islam, R.: Social media marketing: comparative effect of advertisement sources. J. Retail. Consum. Serv. (2017).  https://doi.org/10.1016/j.jretconser.2017.11.001CrossRefGoogle Scholar
  26. 26.
    Lewis, P.J.S., et al.: Circulating microRNAs as potential markers of human drug-induced liver injury. Hepatology 54(5), 1767–1776 (2011)CrossRefGoogle Scholar
  27. 27.
    Trainor, K.J., Andzulis, J.M., Rapp, A., Agnihotri, R.: Social media technology usage and customer relationship performance: a capabilities-based examination of social CRM. J. Bus. Res. 67(6), 1201–1208 (2014)CrossRefGoogle Scholar
  28. 28.
    Tuten, T., Solomon, M.: Social Media Marketing. 2. Painos. Sage Publication, Thousand Oaks (2015)Google Scholar
  29. 29.
    Wang, Z., Kim, H.G.: Can social media marketing improve customer relationship capabilities and firm performance? dynamic capability perspective. J. Interact. Mark. 39, 15–26 (2017)CrossRefGoogle Scholar
  30. 30.
    Trainor, K.J.: Relating social media technologies to performance: a capabilities-based perspective. J. Pers. Selling Sales Manage. 32(3), 317–331 (2012)CrossRefGoogle Scholar
  31. 31.
    Diffley, S., McCole, P.: Extending customer relationship management into a social context. Serv. Ind. J. 35(11–12), 591–610 (2015)CrossRefGoogle Scholar
  32. 32.
    Sin, L.Y.M., Tse, A.C.B., Yim, F.H.K.: CRM: conceptualization and scale development. Eur. J. Mark. 39(11–12), 1264–1290 (2005)CrossRefGoogle Scholar
  33. 33.
    Giannakis-Bompolis, C., Boutsouki, C.: Customer relationship management in the era of social web and social customer: an investigation of customer engagement in the Greek retail banking sector. Procedia Soc. Behav. Sci. 148, 67–78 (2014)CrossRefGoogle Scholar
  34. 34.
    Alalwan, A.A., Dwivedi, Y.K., Rana, N.P., Williams, M.D.: Consumer adoption of mobile banking in Jordan: examining the role of usefulness, ease of use, perceived risk and self-efficacy. J. Enterp. Inf. Manage. 29(1), 118–139 (2016)CrossRefGoogle Scholar
  35. 35.
    Algharabat, R., Alalwan, A.A., Rana, N.P., Dwivedi, Y.K.: Three dimensional product presentation quality antecedents and their consequences for online retailers: the moderating role of virtual product experience. J. Retail. Consum. Serv. 36, 203–217 (2017)CrossRefGoogle Scholar
  36. 36.
    Algharabat, R., Rana, N.P., Dwivedi, Y.K., Alalwan, A.A., Qasem, Z.: The effect of telepresence, social presence and involvement on consumer brand engagement: an empirical study of non-profit organizations. J. Retail. Consum. Serv. 40, 139–149 (2018)CrossRefGoogle Scholar
  37. 37.
    Alalwan, A.A., Dwivedi, Y.K., Rana, N.P., Algharabat, R.: Examining factors influencing Jordanian customers’ intentions and adoption of internet banking: extending UTAUT2 with risk. J. Retail. Consum. Serv. 40, 125–138 (2018)CrossRefGoogle Scholar
  38. 38.
    Dwivedi, Y.K., Rana, N.P., Janssen, M., Lal, B., Williams, M.D., Clement, M.: An empirical validation of a unified model of electronic government adoption (UMEGA). Gov. Inf. Q. 34(2), 211–230 (2017)CrossRefGoogle Scholar
  39. 39.
    Dwivedi, Y.K., Rana, N.P., Jeyaraj, A., Clement, M., Williams, M.D.: Re-examining the unified theory of acceptance and use of technology (UTAUT): towards a revised theoretical model. Inf. Syst. Front. (2017).  https://doi.org/10.1007/s10796-017-9774-y
  40. 40.
    Shareef, M.A., Mukerji, B., Alryalat, M.A.A., Wright, A., Dwivedi, Y.K.: Advertisements on Facebook: identifying the persuasive elements in the development of positive attitudes in consumers. J. Retail. Consum. Serv. 43, 258–268 (2018).  https://doi.org/10.1016/j.jretconser.2018.04.006CrossRefGoogle Scholar

Copyright information

© IFIP International Federation for Information Processing 2019

Authors and Affiliations

  • Abdullah M. Baabdullah
    • 1
  • Nripendra P. Rana
    • 2
  • Ali Abdallah Alalwan
    • 3
  • Raed Algharabat
    • 4
  • Hatice Kizgin
    • 2
  • Ghazi A. Al-Weshah
    • 5
  1. 1.Department of Management Information Systems, Faculty of Economics and AdministrationKing Abdulaziz UniversityJeddahKingdom of Saudi Arabia
  2. 2.School of ManagementSwansea University, Bay CampusSwanseaUK
  3. 3.Amman College of Banking and FinanceAl-Balqa Applied UniversityAmmanJordan
  4. 4.The School of Business Department of MarketingThe University of JordanAmmanJordan
  5. 5.Faculty of Business Al-Balqa Applied UniversitySaltJordan

Personalised recommendations