Testing the Impact of Social CRM on Firm Performance

Q3 Decision Sciences International Journal of Customer Relationship Marketing and Management Pub Date : 2020-04-01 DOI:10.4018/ijcrmm.2020040105

Wafa Belkahla Hakimi, Amira Mehdi

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引用次数: 3

Abstract

ThepresentarticleproposesandvalidatesageneralmodelthatstudiestheimpactofsocialCRM on firm performance. The social media use is introduced as a moderating variable. Innovation performanceandcustomerengagementarealsointroducedasmediatingvariablestomakethemodel more integrativeandcomprehensive.Formodelvalidationpurposes,aquantitative researchwas undertaken.Anonlinesurveywasconducted.195responseswerecollectedandapartialleastsquares analysiswasusedtotesthypothesisandvalidatetheresearchmodel.Resultshaveshownmainly thatsocialCRMhasapositivedirectimpactoninnovationperformanceandcustomerengagement. However,andsurprisingly,customerengagementhasshownnoeffectonthefirmperformance.In thesameline,andcontrarytoourexpectations,SocialCRMdidnotshowacausalanddirecteffect onfirmperformance;however,thiseffectwasshowntobepositivelymoderatedbysocialmediause. Moredetailsabouttheresultevaluationsareexposedinthecorepaper. KEywoRdS CRM, Customer Engagement, Innovation Performance, Mediating Effect, Moderating Effect, SCRM, Social Media Use

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检验社会化CRM对企业绩效的影响

这个目前文章提议和验证一全体的模型那个学习这个影响属于社会的CRM 在…上商行表演这个社会的媒体使用是介绍像一缓和变量创造表演和顾客订婚是而且介绍像调解变量到制作这个模型更多一体化的和综合的对于模型验证目的，一定量性的研究是承担。一在线的调查是进行。195回复是已收集和一部分的最小的正方形分析是习惯于到测验假设和验证这个研究模型后果有显示主要地那个社会的CRM有一积极乐观的直接的影响在…上创造表演和顾客订婚然而和惊人地顾客订婚有显示不效应在…上这个商行表演在里面这个相同的线和与之相异的到我们的期望，社会的CRM做不显示一因果关系的和直接的效应在…上商行表演然而这效应是显示到是绝对地缓和的通过社会的媒体使用更多详细信息关于这个后果评估是暴露的在里面这个果心纸张KEywoRdS CRM，客户参与度，创新绩效，中介效应，调节效应，SCRM，社交媒体使用

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