Social Customer Relationship Management and Organizational Characteristics
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F18%3A50014870" target="_blank" >RIV/62690094:18450/18:50014870 - isvavai.cz</a>
Alternative codes found
RIV/00216275:25410/18:39913440
Result on the web
<a href="https://www.mdpi.com/2078-2489/9/12/306" target="_blank" >https://www.mdpi.com/2078-2489/9/12/306</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.3390/info9120306" target="_blank" >10.3390/info9120306</a>
Alternative languages
Result language
angličtina
Original language name
Social Customer Relationship Management and Organizational Characteristics
Original language description
Social customer relationship management (SCRM) is a new philosophy influencing the relationship between customer and organization where the customer gets the opportunity to control the relationship through social media. This paper aims to identify (a) the current level of SCRM and (b) the influence of basic organizational characteristics on the SCRM level. The data were gathered through a questionnaire distributed to 362 organizations headquartered in the Czech Republic. The questionnaire comprised 54 questions focusing on the significance of marketing and CRM practices, establishing a relationship with the customer, online communities, the use of social media in marketing, and acquiring and managing information. Scalable questions with a typical five-level Likert scale were applied in the questionnaire. The results show that larger firms more often set up their own online communities and manage them strategically; moreover, they are able to manage information better. Contrariwise, small-sized organizations use social networks as a way to establish communication with the customer more than large-sized entities. The use of social media for marketing purposes is significantly higher in organizations oriented to consumer markets than in those oriented to business markets.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Information
ISSN
2078-2489
e-ISSN
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Volume of the periodical
9
Issue of the periodical within the volume
12
Country of publishing house
CH - SWITZERLAND
Number of pages
9
Pages from-to
1-9
UT code for WoS article
000454713600014
EID of the result in the Scopus database
2-s2.0-85059036705