理解社会客户关系管理在北非的实施:一个整合的理论视角

IF 3 4区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Journal of Global Information Technology Management Pub Date : 2021-10-02 DOI:10.1080/1097198X.2021.1993726
Fares Medjani, S. Barnes
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引用次数: 1

摘要

社交客户关系管理(CRM)将社交媒体数据与传统的客户关系管理相结合,以吸引客户。本文利用创新理论的扩散扩展了技术-组织-环境模型,以深入了解推动摩洛哥、阿尔及利亚和突尼斯(n = 211)企业使用社交CRM的因素和差异。我们发现,推动使用社交CRM的关键因素是组织,通过高层管理的支持和员工的IT技能。环境因素也发挥作用,特别是通过竞争压力。兼容性作为一个技术因素,显然不是使用的先决条件。我们的研究还发现,社交CRM的使用存在性别和行业差异,男性管理人员以及ICT、媒体、培训和咨询行业的管理人员更有可能使用社交CRM。这项研究与以往的研究不同,它侧重于使用而不是采用,同时研究新的背景,为理论和实践提供额外的见解。
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Understanding the Implementation of Social Customer Relationship Management in the North African Context: An Integrated Theory Perspective
ABSTRACT Social customer relationship management (CRM) deals with integrating social media data with traditional CRM in order to engage customers. This paper extends the Technology-Organization-Environment model with the diffusion of innovation theory to obtain insights into the factors and differences driving the use of social CRM in firms in Morocco, Algeria and Tunisia (n = 211). We find that the key factors driving the use of social CRM are organizational, through top management support and employee IT skills. Environmental factors also play a role, particularly through competitive pressure Compatibility, as a technology factor, is apparently not an antecedent to use. Our research also finds differences in social CRM use according to gender and industry, with male managers and those in ICT, media, training, and consulting more likely to use social CRM. This study differs from past studies by focusing on use rather than on adoption while examining a new context to provide additional insight for theory and practice.
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来源期刊
Journal of Global Information Technology Management
Journal of Global Information Technology Management INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
4.10
自引率
10.00%
发文量
19
期刊介绍: The Journal of Global Information Technology Management (JGITM) is a refereed international journal that is supported by Global IT scholars from all over the world. JGITM publishes articles related to all aspects of the application of information technology for international business. The journal also considers a variety of methodological approaches and encourages manuscript submissions from authors all over the world, both from academia and industry. In addition, the journal will also include reviews of MIS books that have bearing on global aspects. Practitioner input will be specifically solicited from time-to-time in the form of invited columns or interviews. Besides quality work, at a minimum each submitted article should have the following three components: an MIS (Management Information Systems) topic, an international orientation (e.g., cross cultural studies or strong international implications), and evidence (e.g., survey data, case studies, secondary data, etc.). Articles in the Journal of Global Information Technology Management include, but are not limited to: -Cross-cultural IS studies -Frameworks/models for global information systems (GIS) -Development, evaluation and management of GIS -Information Resource Management -Electronic Commerce -Privacy & Security -Societal impacts of IT in developing countries -IT and Economic Development -IT Diffusion in developing countries -IT in Health Care -IT human resource issues -DSS/EIS/ES in international settings -Organizational and management structures for GIS -Transborder data flow issues -Supply Chain Management -Distributed global databases and networks -Cultural and societal impacts -Comparative studies of nations -Applications and case studies
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