The Role of Social Customer Relationship Management in Improving Relationship Performance in Small Businesses

Jenny Ohliati, Yuniarty and Aryo Bismo ()
Additional contact information
Jenny Ohliati: Computer Science Department, BINUS Online Learning, Bina Nusantara University, Jakarta, Indonesia 11480, Indonesia
Yuniarty: ��Management Department, BINUS Online Learning, Bina Nusantara University, Jakarta, Indonesia 11480, Indonesia
Aryo Bismo: ��International Marketing Program, Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia 11480, Indonesia

International Journal of Innovation and Technology Management (IJITM), 2022, vol. 19, issue 08, 1-18

Abstract: The advent of social media allows SMEs to use marketing information gleaned from social media to develop functions that enable them to serve their customers better. Small businesses can improve their communication with customers through social media to understand their ideas and thereby increase their profits. Small businesses can gain brand awareness on social media at a lower cost, as consumers can spread word of mouth to more potential customers on social media. SMEs can get information about changing customer preferences for products and services by communicating with customers on social media. Marketing insights gained from social media can support innovative strategies to improve retailer performance. SMEs can use information obtained from customers via social media to make accurate and timely brand innovation decisions. This research uses the PLS-SEM method to study the relationship between social factors in information processing and customer relationship performance. Data collection using interviews and distributing questionnaires to SME merchants. This study aims to influence customer relationship performance by studying the impact of social customer relationship management (s-CRM) and customer relationship store positioning on customer engagement and social information processes.

Keywords: Social media; SMEs; s-CRM; customer relationship performance; customer engagement; social information processes (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S0219877022500341
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:ijitmx:v:19:y:2022:i:08:n:s0219877022500341

Ordering information: This journal article can be ordered from

DOI: 10.1142/S0219877022500341

Access Statistics for this article

International Journal of Innovation and Technology Management (IJITM) is currently edited by H K Tang

More articles in International Journal of Innovation and Technology Management (IJITM) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().