Relating social media technologies to performance

A capabilities-based perspective

Research output: Contribution to journalArticle

104 Citations (Scopus)

Abstract

In response to the dramatic social and technological shifts that are now shaping business-customer relationships, businesses are finding it necessary to alter their approach toward customer relationship management (CRM) and develop new capabilities that facilitate customer value co-creation. This paper presents a conceptual framework that extends a traditional view of CRM by incorporating social media technologies, and it suggests how these technologies can lead to greater firm performance. Forwarding this framework has two goals. First, despite the common use of the term "social CRM," there is no clear linkage between the existing body of CRM literature and the extensions provided by the social and technological developments in recent years. The proposed framework attempts to provide this linkage and to expand the view of how CRM can influence firm performance in the age of the social customer. The second goal is to provide managers with a depiction of how existing CRM investments and resources can be integrated with new technologies and processes to form capabilities that can improve business performance.

Original languageEnglish (US)
Pages (from-to)317-331
Number of pages15
JournalJournal of Personal Selling and Sales Management
Volume32
Issue number3
DOIs
StatePublished - Jul 1 2012

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social media
customer
performance
management
Industry
business relationship
firm
Customer relationship management
Social media
Managers
technical development
social development
new technology
manager
resources

ASJC Scopus subject areas

  • Management of Technology and Innovation
  • Human Factors and Ergonomics

Cite this

Relating social media technologies to performance : A capabilities-based perspective. / Trainor, Kevin J.

In: Journal of Personal Selling and Sales Management, Vol. 32, No. 3, 01.07.2012, p. 317-331.

Research output: Contribution to journalArticle

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