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Extending customer relationship management into a social context

Author

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  • Sarah Diffley
  • Patrick McCole

Abstract

Informed by the resource-based view, this study draws on customer relationship management (CRM) and value co-creation literature to develop a framework examining the impact of social networking sites on processes to manage customer relationships. Facilitating the depth and networked interactions necessary to truly engage customers, social networking sites act as a means of enhancing customer relationships through the co-creation of value, moving CRM into a social context. Tested and validated on a data set of hotels, the main contribution of the study to service research lies in the extension of CRM processes, termed relational information processes, to include value co-creation processes due to the social capabilities afforded by social networking sites. Information technology competency and social media orientation act as critical antecedents to these processes, which have a positive impact on both financial and non-financial aspects of firm performance. The theoretical and managerial implications of these findings are discussed accordingly.

Suggested Citation

  • Sarah Diffley & Patrick McCole, 2015. "Extending customer relationship management into a social context," The Service Industries Journal, Taylor & Francis Journals, vol. 35(11-12), pages 591-610, August.
    • Handle: RePEc:taf:servic:v:35:y:2015:i:11-12:p:591-610
    DOI: 10.1080/02642069.2015.1062882
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    Cited by:

    1. Liu, Zhenyuan & Geng, Ruoqi & Tse, Ying Kei (Mike) & Han, Shuihua, 2023. "Mapping the relationship between social media usage and organizational performance: A meta-analysis," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    2. Giulia Nardelli & Marcel Broumels, 2018. "Managing Innovation Processes Through Value Co-Creation: A Process Case From Business-To-Business Service Practise," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 22(03), pages 1-40, April.
    3. Trif Simona-Mihaela & Duțu Cristian & Tuleu Daniela-Liliana, 2019. "Linking CRM capabilities to business performance: a comparison within markets and between products," Management & Marketing, Sciendo, vol. 14(3), pages 292-303, September.

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