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

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.