Arts and Social Sciences

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Browsing Arts and Social Sciences by Subject "Customer relations"

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    Social customer relationship management adoption-performance model for small and medium enterprises in Malaysia
    (Universiti Teknologi Malaysia, 2019) Ahani, Ali
    Social Customer Relationship Management (CRM) strategy is a customer-centric strategy that has the potential to nurture the performance of Small and Medium Enterprises (SMEs) in developed and developing nations. However, adoption of social CRM strategy by SMEs is a challenge in developing nations. This research identified predictors of social CRM strategy adoption and investigated the relationship between social CRM adoption and SMEs performance. A literature review was conducted, and the research hypotheses were established. In this research, a new adoption-performance model was developed based on organizational, technological, process and environmental factors to investigate the relationship between social CRM adoption and performance of SMEs. The research model was verified using Structural Equation Modeling (SEM) based on data collected from 240 SMEs in Malaysia. The outcome of this research demonstrated that Top Management Support, IT/IS Knowledge of Employee, Cost, Relative Advantage, Compatibility, Customer Pressure, Competitive Pressure, Information Capture, and Information Use are important factors for social CRM adoption. This study also found that there was a positive relationship between social CRM adoption and SMEs performance for marketing and financial outcomes. Findings of this study are supported by the CRM literature and Resource-Based View (RBV) and shows that social media usage with other resources can significantly affect the performance of SMEs. As a conclusion, this study can be used to guide SMEs’ managers to identify and use social CRM as an effective strategy to improve marketing and financial outcomes.