Defining and measuring social customer-relationship management (CRM) capabilities

Hyun Gon Kim () and Zhan Wang ()
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Hyun Gon Kim: Rutgers, The State University of New Jersey
Zhan Wang: Saint Cloud State University

Journal of Marketing Analytics, 2019, vol. 7, issue 1, No 4, 40-50

Abstract: Abstract Companies find it necessary to develop new social customer-relationship management (CRM) capabilities to facilitate their customer-related performance. This study seeks systematically to conceptualize and measure social CRM capability, defined as a firm’s efficiency in integrating and converting social media marketing resources into desired sales revenue and customer-relationship outcomes. This definition focuses on the firm’s competency in obtaining, generating, organizing, and integrating information from customers’ social media engagement to maintain and improve the custome-relationship and its own financial performance. Adding to the conventional input–output stochastic frontier model, this study proposes including social media resource inputs and customer-related outcomes to measure social CRM capabilities. An empirical application suggests that social CRM capability is critical; investing in social media technology can lead to substantial CRM benefits and greater market value for the firm. Marketers should focus on developing strategies that emphasize customer-relationship building through social media, which allows for more customer involvement and interactions between the customer and the business.

Keywords: Social CRM capabilities; Customer-relationship management (CRM); Social media marketing; Stochastic frontier model (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (10)

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DOI: 10.1057/s41270-018-0044-8

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