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Evaluating Social CRM Performance : An Organizational Perspective
Type
conference paper
Date Issued
2015-07-07
Research Team
IWI5
Abstract
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.
Project(s)
Language
English
Keywords
Social CRM performance measures
Social CRM performance measurement
Social CRM measurement.
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
PACIS 2015 Proceedings
Publisher
Association for Information Systems
Publisher place
AIS Electronic Library (AISeL)
Start page
1
End page
17
Pages
17
Event Title
19th Pacific Asia Conference on Information Systems (PACIS) 2015
Event Location
Singapore
Event Date
05.-09.07.2015
Official URL
Subject(s)
Division(s)
Eprints ID
239940