Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM

Kevin J. Trainor, James(Mick) Andzulis, Adam Rapp, Raj Agnihotri

Research output: Contribution to journalArticle

265 Scopus citations

Abstract

This study examines how social media technology usage and customer-centric management systems contribute to a firm-level capability of social customer relationship management (CRM). Drawing from the literature in marketing, information systems, and strategic management, the first contribution of this study is the conceptualization and measurement of social CRM capability. The second key contribution is the examination of how social CRM capability is influenced by both customer-centric management systems and social media technologies. These two resources are found to have an interactive effect on the formation of a firm-level capability that is shown to positively relate to customer relationship performance. The study analyzes data from 308 organizations using a structural equation modeling approach.

Original languageEnglish (US)
Pages (from-to)1201-1208
Number of pages8
JournalJournal of Business Research
Volume67
Issue number6
DOIs
StatePublished - Jun 1 2014

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Keywords

  • CRM
  • Customer relationship management
  • Customer relationship performance
  • Information technology
  • Marketing capabilities
  • Social media technology

ASJC Scopus subject areas

  • Marketing

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