{"title":"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","authors":"Fares Medjani, S. Barnes","doi":"10.1080/1097198X.2021.1993726","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":45982,"journal":{"name":"Journal of Global Information Technology Management","volume":"16 1","pages":"299 - 318"},"PeriodicalIF":3.0000,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Understanding the Implementation of Social Customer Relationship Management in the North African Context: An Integrated Theory Perspective\",\"authors\":\"Fares Medjani, S. Barnes\",\"doi\":\"10.1080/1097198X.2021.1993726\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\",\"PeriodicalId\":45982,\"journal\":{\"name\":\"Journal of Global Information Technology Management\",\"volume\":\"16 1\",\"pages\":\"299 - 318\"},\"PeriodicalIF\":3.0000,\"publicationDate\":\"2021-10-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Global Information Technology Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1080/1097198X.2021.1993726\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"INFORMATION SCIENCE & LIBRARY SCIENCE\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Global Information Technology Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/1097198X.2021.1993726","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}
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.
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