Factors Impacting Customer Relationship Performance in Social CRM (PDF)
Case Study: Saipa Automotive Company
(Sprache: Englisch)
Case Study from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A++, , course: Customer Relationship Performance in Social CRM, language: English, abstract: Customer relationship performance...
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Case Study from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A++, , course: Customer Relationship Performance in Social CRM, language: English, abstract: Customer relationship performance results from the successful implementation of CRM, which leads to effective and efficient marketing activities, gaining a competitive advantage, customer loyalty, and ultimately company performance. This study examined customer relationship orientation and CRM capabilities and value creation methods in social networks on customer relationship performance. We used a structured questionnaire to measure the research variables, and the statistical population was the Saipa company's managers in 2020. A structural equation modeling based on linear regression calculation between different variables is used to investigate the relationship between the hypotheses. The study results indicate a significant effect of customer relationship orientation, value creation methods, use of social media, and social information processing on customer relationship performance. Also, customer relationship performance has a significant effect on company performance, while CRM and customer relationship orientation's social capabilities do not.
Bibliographische Angaben
- Autoren: Mostafa Esmaeili Shayan , Sahar Esmaeili Shayan
- 2020, 1. Auflage, 31 Seiten, Englisch
- Verlag: GRIN Verlag
- ISBN-10: 3346276643
- ISBN-13: 9783346276643
- Erscheinungsdatum: 20.10.2020
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: PDF
- Größe: 4.05 MB
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- Vorlesefunktion
Sprache:
Englisch
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