Performance Measures for Social CRM : A Literature Review

Item Type Conference or Workshop Item (Paper)

Social CRM deals with the integration of Web 2.0 and Social Media into Customer Relationship Management (CRM). Social CRM is a business strategy supported by technology platforms to provide mutually beneficial value for companies and their target groups. In practice, one factor impeding Social CRM implementation is the lack of performance measures, which assess Social CRM activities and monitor their success. Little research has been conducted investigating performance measures in order to develop a Social CRM performance measurement model. To address this gap, this article presents the qualitative part of a two-stage multi-method approach. It comprises a systematic and rigorous literature review as well as a sorting procedure. In this effort, 16 Social CRM performance measures and four categories of a performance measurement system are identified. The sorting procedure validates the corresponding classification and ensures a high degree of external validity. In a subsequent study, formative survey instruments are developed from the respective findings and are tested by applying a confirmatory factor analysis.

Authors Küpper, Torben; Jung, Reinhard; Lehmkuhl, Tobias; Walter, Sebastian & Wieneke, Alexander
Research Team IWI5
Projects Jung, Reinhard; Lehmkuhl, Tobias; Küpper, Torben; Rosenberger, Marcel; Nierlich, Marco & Wittkuhn, Nicolas (2014) CC Social CRM [applied research project] Official URL
Language English
Keywords Social CRM, Social Media, performance measures, Social CRM performance
Subjects information management
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Refereed Yes
Date 1 June 2014
Publisher Moderna Organizacija
Place of Publication Kranj
Page Range 125-139
Number of Pages 15
Title of Book Research Volume
Event Title The 27th Bled eConference "eEcosystems"
Event Location Bled, Slovenia
Event Dates 01.-05.06.2014
ISBN 978-961-232-276-2
Official URL
Depositing User Torben Küpper
Date Deposited 30 May 2014 12:56
Last Modified 04 May 2017 07:40


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Küpper, Torben; Jung, Reinhard; Lehmkuhl, Tobias; Walter, Sebastian & Wieneke, Alexander: Performance Measures for Social CRM : A Literature Review. 2014. - The 27th Bled eConference "eEcosystems". - Bled, Slovenia.

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