Towards Social CRM - Scoping the concept and guiding research

Item Type Conference or Workshop Item (Paper)
Abstract

Web 2.0 and Social Media (SoMe) provide new opportunities for collaboration and co-value creation which supports a customer-centric management. Social Customer Relationship Management (SCRM) addresses these opportunities and aims at a high stakeholder engagement as a means to establish mutually beneficial relationships. At present, scholars attempt to comprehend what constitutes SCRM. This paper reviews state-of-the-art scholarly literature to provide a consolidated view on the current SCRM knowledge base. It reveals concurrent opinions, diverging perceptions and future directions for research along the dimensions SCRM definitions, objectives and approaches. We conclude that SCRM as a novel concept requires transformational efforts among all organizational parts. Approaches towards SCRM align on organizational determinants, CRM processes, the customer relationship lifecycle or develop conceptual models. We propose that research further explore this domain to progress the understanding of SCRM as basis for corresponding frameworks.

Authors Lehmkuhl, Tobias & Jung, Reinhard
Research Team IWI5
Language English
Keywords Social Media, Web 2.0, CRM, Social CRM
Subjects business studies
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Refereed Yes
Date 9 June 2013
Publisher Moderna Organizacija
Place of Publication Kranj
Page Range 190-205
Number of Pages 16
Event Title 26th Bled eConference "eInnovations: challenges and impacts for individuals, organizations and society"
Event Location Bled, Slovenia
Event Dates 09.-13.06.2013
ISBN 978-961-232-267-0
Official URL http://aisel.aisnet.org/bled2013/14
Depositing User Dr. Tobias Lehmkuhl
Date Deposited 11 Jun 2013 12:24
Last Modified 03 May 2017 14:54
URI: https://www.alexandria.unisg.ch/publications/223469

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Citation

Lehmkuhl, Tobias & Jung, Reinhard: Towards Social CRM - Scoping the concept and guiding research. 2013. - 26th Bled eConference "eInnovations: challenges and impacts for individuals, organizations and society". - Bled, Slovenia.

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https://www.alexandria.unisg.ch/id/eprint/223469
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