Impact of Technology Use on Performance : An Organizational Perspective within Social CRM

Item Type Monograph (Working Paper)
Abstract

This paper presents a structural model for evaluating the impact of Social CRM technology use on Social CRM performance. Today, companies implement Social CRM tools with a set of features, but still struggle to realize and assess the benefits of the implemented technology. Little research has been conducted on a corresponding approach linking Social CRM technology use to Social CRM performance. To address this gap, the article develops and empirically evaluates a structural model, built on the resource-based view and the capability perspective. Data from a survey sample of 122 marketing, communication and IT decision makers is analyzed through a structural equation model. The results show that Social CRM technology use has a significant impact on capabilities, which in turn have a direct impact on Social CRM performance. The theoretical contribution involves a new structural model, while the practical implications include the justification of current and future Social CRM engagements.

Authors Küpper, Torben; Järvinen, Joel; Karjaluoto, Heikki; 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
Subjects information management
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Refereed No
Date 2015
Publisher Under review at 36th International Conference on Information Systems
Depositing User Torben Küpper
Date Deposited 19 Mar 2015 16:02
Last Modified 23 Aug 2016 11:21
URI: https://www.alexandria.unisg.ch/publications/239942

Download

[img]
Preview
Text
Impact of Social CRM Technology Use on Social CRM Performance.pdf

Download (665kB) | Preview

Citation

Küpper, Torben; Järvinen, Joel; Karjaluoto, Heikki; Wieneke, Alexander; Lehmkuhl, Tobias & Jung, Reinhard: Impact of Technology Use on Performance : An Organizational Perspective within Social CRM. , 2015,

Statistics

https://www.alexandria.unisg.ch/id/eprint/239942
Edit item Edit item
Feedback?