Evaluating Social CRM Performance : An Organizational Perspective

Item Type Conference or Workshop Item (Paper)

This paper presents a formative measurement model for Social CRM performance in order to achieve and assess company objectives. The current literature for measuring Social CRM performance does not provide a holistic approach and is operationalized with reflective indicators. To address this gap, the article follows the procedure of Moore and Benbasat (1991), including the creation and assessment of new constructs with new developed and evaluated formative indicators. To evaluate the impact of single indicators on their corresponding constructs, the data is analyzed through confirmatory factor analysis using SmartPLS with a surveying sample of 126 marketing, communication and IT decision makers. The results show that the constructs of infrastructure performance, process performance, customer performance and organizational performance measure Social CRM performance. Especially the first-order constructs of indirect customer performance and department-specific processes are important aspects in this context. Generally, the developed formative indicators and new evaluated first- and second-order constructs generate deeper insights through a control system for Social CRM activities, in order to achieve organizational objectives and track them over time.

Authors Küpper, Torben; Wieneke, Alexander; Lehmkuhl, Tobias & Jung, Reinhard
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 performance measures, Social CRM performance measurement, Social CRM measurement.
Subjects information management
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Refereed Yes
Date 7 July 2015
Publisher Association for Information Systems
Place of Publication AIS Electronic Library (AISeL)
Page Range 1-17
Number of Pages 17
Title of Book PACIS 2015 Proceedings
Event Title 19th Pacific Asia Conference on Information Systems (PACIS) 2015
Event Location Singapore
Event Dates 05.-09.07.2015
Official URL http://aisel.aisnet.org/pacis2015/214
Depositing User Torben Küpper
Date Deposited 19 Mar 2015 15:54
Last Modified 13 Apr 2017 14:43
URI: https://www.alexandria.unisg.ch/publications/239940


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Küpper, Torben; Wieneke, Alexander; Lehmkuhl, Tobias & Jung, Reinhard: Evaluating Social CRM Performance : An Organizational Perspective. 2015. - 19th Pacific Asia Conference on Information Systems (PACIS) 2015. - Singapore.


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