Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM

• Published in: Journal of business research Vol. 67; no. 6; pp. 1201 - 1208
• Main Authors: Trainor, Kevin J., Andzulis, James (Mick), Rapp, Adam, Agnihotri, Raj
• Format: Journal Article
• Language: English
• Published: New York Elsevier Inc 01.06.2014; Elsevier Sequoia S.A
• Subjects: CRM; Customer relationship management; Customer relationship performance; Customers; Information systems; Information technology; Management theory; Marketing; Marketing capabilities; Mathematical models; Measurement; Organizational behaviour; Public relations; Social media; Social media technology; Social networks; Strategic management; Studies; Technology; Technology adoption; Customer relationship performance; Marketing capabilities; Social media technology; Information technology; Customer relationship management; CRM
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2013.05.002

This study examines how social media technology usage and customer-centric management systems contribute to a firm-level capability of social customer relationship management (CRM). Drawing from the literature in marketing, information systems, and strategic management, the first contribution of this study is the conceptualization and measurement of social CRM capability. The second key contribution is the examination of how social CRM capability is influenced by both customer-centric management systems and social media technologies. These two resources are found to have an interactive effect on the formation of a firm-level capability that is shown to positively relate to customer relationship performance. The study analyzes data from 308 organizations using a structural equation modeling approach.