Evaluating Social CRM Performance : An Organizational Perspective
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.
Social CRM performance measures
Social CRM performance measurement
Social CRM measurement.
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
PACIS 2015 Proceedings
Association for Information Systems
AIS Electronic Library (AISeL)
19th Pacific Asia Conference on Information Systems (PACIS) 2015