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Impact of social media and customer-centric technology on performance outcomes: the mediating role of social CRM capabilities

Author

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  • Shampy Kamboj
  • Mayank Yadav
  • Zillur Rahman

Abstract

With the emergence of social media technology, the concept of customer relationship management (CRM) has drastically changed, as the majority of the firms are now incorporating social media into their established CRM system, which facilitate the evolution of term social CRM. This article investigates the influence of social media and customer-centric technology on social CRM capabilities. The paper presents empirical evidence for the argument that social CRM capabilities lead to firm performance outcomes; customer-based profit performance and new product development performance. The developed hypothesis and proposed model was tested through structural equation modelling (SEM). The results show that both social media technology and customer-centric technology have a significant influence on social CRM capabilities. Similarly, these social CRM capabilities also found to have a positive effect on customer-based and product-based performance outcomes. This paper will be useful for both academicians and managers, as it presents several theoretical and practical insights.

Suggested Citation

  • Shampy Kamboj & Mayank Yadav & Zillur Rahman, 2018. "Impact of social media and customer-centric technology on performance outcomes: the mediating role of social CRM capabilities," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 9(2), pages 109-125.
    • Handle: RePEc:ids:ijemre:v:9:y:2018:i:2:p:109-125
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    Citations

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    Cited by:

    1. Muhammad Sohaib & Jacob Mlynarski & Rui Wu, 2022. "Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement—A Case Study of Customers’ Perception of the Apple Brand in China," Sustainability, MDPI, vol. 15(1), pages 1-19, December.
    2. Sultan Alaswad Alenazi & Tawfeeq Mohammed Alanazi, 2023. "The Mediating Role of Sustainable Dynamic Capabilities in the Effect of Social Customer Relationship Management on Sustainable Competitive Advantage: A Study on SMEs in Saudi Arabia," Sustainability, MDPI, vol. 15(3), pages 1-12, January.
    3. Dubey, Vivek K. & Matthes, Joseph M. & Saini, Amit, 2023. "Impact of socioeconomic values collaboration on performance in franchising," Journal of Business Research, Elsevier, vol. 162(C).
    4. Sikandar Ali Qalati & Dragana Ostic & Gu Shuibin & Fan Mingyue, 2022. "A mediated–moderated model for social media adoption and small and medium‐sized enterprise performance in emerging countries," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(3), pages 846-861, April.
    5. Niu Xiongying & Worku Habtegebriel Guluma, 2021. "The Moderating Role of Language Difference in the Relationship between Virtual Consumers’ Marketing Communications and Consumers’ Loyalty," International Journal of Science and Business, IJSAB International, vol. 5(1), pages 126-136.

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