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PublicationZieldimensionen von Social CRMType: journal articleJournal: Controlling : Zeitschrift für erfolgsorientierte UnternehmenssteuerungVolume: 27Issue: 7
PublicationValue creation potential of Web 2.0 for SME : Insights and lessons learnt from a european producer of consumer electronicsWeb 2.0 as a contemporary phenomenon receives considerable attention by IS scholars due to its perceived transformational impact on businesses. This paper critically elaborates on the value creation potential of Web 2.0 for small and medium enterprises (SME). By conducting an inductive study we reveal that SMEs can effectively use Web 2.0 as a means to support customer acquisition, alleviate resource limitations and to maintain customer enthusiasm associated with the customer purchasing process. In case that a high customer convenience is required which is based on the involvement of different parties or on personal service support, there is hardly any Web 2.0 value creation potential. This research contributes to the domain of business modeling by assessing the notion of value in a Web 2.0 setting. It also contributes to IS research on Web 2.0 adoption.Type: journal articleJournal: International Journal of Cooperative Information SystemsVolume: 22Issue: 3
Scopus© Citations 10
PublicationDie grosse Veränderung - Social Media revolutioniert die Online-KommunikationType: journal articleJournal: Controlling : Zeitschrift für erfolgsorientierte UnternehmenssteuerungVolume: 23Issue: 12
PublicationMeasuring Social CRM Performance : A Preliminary Measurement ModelSocial Customer Relationship Management (Social CRM) deals with the integration of Web 2.0 and Social Media into CRM. Social CRM is a business strategy supported by technology platforms in order to provide mutually beneficial value for both companies and customers. Gartner has identified Social CRM as one of the top innovation-triggered themes in 2013 . In this context, a constraining factor regarding the implementation of Social CRM and the achievement of its objectives is the lack of an appropriate performance measurement model. Little research has been conducted on the relevant perfor-mance factors and Social CRM performance measurement models. To address this gap, the article presents the qualitative part of a two-stage multi-method approach. It comprises findings from a literature review, 15 semi-structured in-terviews and a consolidation procedure. A preliminary Social CRM performance measurement model is developed containing four performance dimensions, 25 classified Social CRM performance factors and corresponding performance measures.Type: conference paper
PublicationTechnology Use of Social Media within Customer Relationship Management: An Organizational PerspectiveThis paper presents a formative measurement model for Social CRM technology use from an organizational perspective. The current literature measures the usage of Social Media technologies (e.g., Facebook) and single Social CRM functions (e.g., information generation) with reflective indicators, but does not provide a structured approach, which would generate deeper insights into this research field (i.e. formative indicators). To address this gap, the article develops and evaluates formative indicators and corresponding constructs of Social CRM technology use, following the procedure of Moore and Benbasat (1991). To evaluate the impact of single indicators on their corresponding constructs, data is analyzed through confirmatory factor analysis with a survey sample of 122 marketing, communication and IT decision makers. The results show that four constructs measure the use of Social CRM technologies (Processing, Communication, IS Integration, and Management), which constitutes the formative measurement model. The construct Processing highlights a second-order construct, including Monitoring and Capturing, Analysis, and Exploitation as first-order constructs. Generally, the developed formative indicators and corresponding constructs generate deeper insights through a control system within a company, so as to increase the efficiency and effectiveness of their marketing, communication as well as IT efforts.Type: conference paper
PublicationSocial CRM Performance Model : An Empirical EvaluationThis paper presents an empirical investigation of a Social CRM performance model within an organizational perspective. A constraining factor regarding the implementation of Social CRM and the achievement of its objectives is the lack of an appropriate performance model. Little research has been conducted on a corresponding holistic approach and on the development of formative performance constructs. To address this gap, the article develops and empirically evaluates a Social CRM performance model, including an infrastructure-, process-, customer- and organizational performance construct. The data is analyzed using a structural equation model with a surveying sample of 126 marketing, communication and IT decision makers. The results show that infrastructure performance has an indirect, process performance a direct and customer performance no influence on organizational performance. The Social CRM performance model generates deeper insights into a company's performance interrelationship and provides a decision support system, in order to improve Social CRM activities and enhance organizational performance.
PublicationEvaluating Social CRM Performance : An Organizational PerspectiveThis 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.Type: conference paper
PublicationAssessment Schema for Social CRM Tools : An Empirical InvestigationThis paper presents an assessment schema for Social CRM tools based on an empirical investigation. A constraining factor regarding the implementation of Social CRM tools (e.g., Engager, Demand Media etc.) is a lack of corresponding comparability of the different features (e.g., analysis of individual data, CRM interface etc.). Little research has been conducted on the assessment of Social CRM tools, and even less have used empirical investigations to develop an assessment schema for surveying the use of corresponding technologies. To address this gap, the study reveals a quantitative investigation of Social CRM technologies use as well as develops and evaluates an assessment schema for Social CRM tools (i.e., including a processing, communication, IS integration and management dimension). The data is analyzed using a formative measurement model with a surveying sample of 122 marketing, communication and IT decision makers. The results of the measurement model serve as weights for the assessment schema. It can be used to develop values for Social CRM tools with regard to their different ‘use' features and dimensions. A practical application is given for the tool Engager.
PublicationConceptualising and Exploring User Activities in Social MediaA growing number of companies are recognising the benefits of using social media in customer relationship management. At the same time, the consumers' expectations are rising: short response times, individual communication, real interaction with humans, and participation. It is a challenge to observe the many different user activities on many different social media sites. The aim is to reduce the complexity of integrating multiple social media sites with enterprise systems. Therefore, a conceptualisation of user activities in social media is presented. A user activity is a cross-over of an action invoked on an object and a user who acts in a certain context. The 40 user activity types are compared with actual features of ten social media sites. We find out that a substantial share of them can be integrated technically using the social media site's Application Programming Interfaces (APIs).Type: conference paperVolume: 9373
Scopus© Citations 8
PublicationPerformance Measures for Social CRM : A Literature ReviewSocial CRM deals with the integration of Web 2.0 and Social Media into Customer Relationship Management (CRM). Social CRM is a business strategy supported by technology platforms to provide mutually beneficial value for companies and their target groups. In practice, one factor impeding Social CRM implementation is the lack of performance measures, which assess Social CRM activities and monitor their success. Little research has been conducted investigating performance measures in order to develop a Social CRM performance measurement model. To address this gap, this article presents the qualitative part of a two-stage multi-method approach. It comprises a systematic and rigorous literature review as well as a sorting procedure. In this effort, 16 Social CRM performance measures and four categories of a performance measurement system are identified. The sorting procedure validates the corresponding classification and ensures a high degree of external validity. In a subsequent study, formative survey instruments are developed from the respective findings and are tested by applying a confirmatory factor analysis.