Social Customer Relationship Management: An analysis of its adoption and usage across companies

Caroline-Sophie Maertens & Martin Ringe-Krause

Studenteropgave: Kandidatafhandlinger


This paper attempts to explore the novel research domain of Social Customer Relationship Management, which has gathered great attention with the rapid advent of Social Media technology usage in organisations. Since academic literature is very scarce yet, the authors have conducted an analysis of the paradigm shift from traditional Customer Relationship Management (CRM) towards the new phenomenon Social Customer Relationship Management. By applying a company’s perspective it is the authors attempt to give theoretical and practical implications of how Social Customer Relationship systems can effectively be adopted and used by internationally operating organisations. The overall research objective of this paper seeks to analyse Social CRM as an upcoming event for international operating companies. The research objective is defined by five subsequent research questions, which are key to outline a relevant theoretical framework. With the aim to extend existing literature of Social CRM adoption in enterprises, the paper takes off with an extensive theoretical framework. Hereby, the researchers intend to integrate related research areas of Social CRM, like relationship marketing, Social Media usage, CRM, adoption behavior and diffusion of innovations. Core of the empirical investigation is the data collection of primary data that has been gathered by conducting 13 semi-structured expert interviews. Based on data preparation five different dimensions of Social CRM and its adoption have been derived, Present Status of Social CRM, Evaluation of Social CRM, Adoption of Social CRM, Future of Social CRM and Recommendations for Social CRM. The findings of this paper showcase that Social CRM will not only gain more attention in academia. Also practical attention in the upcoming years is given since it might have a game changing potential for many B2C but also B2B organisations. The strong link between Social Media and Customer Relationship Management will, according to the analysis, play a key role and provides companies benefits with regards to customer relationship and information. Despite the mainly positively predicted implications of Social CRM, many research gaps are yet still undefined and need to be revealed in the future within this complex research area.

UddannelserCand.merc.imm International Marketing and Management, (Kandidatuddannelse) Afsluttende afhandling
Antal sider239