Extending customer relationship management into a social context |
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Authors: | Sarah Diffley Patrick McCole |
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Affiliation: | 1. Letterkenny Institute of Technology, Port Road, Letterkenny, Co. Donegal, Irelandsarahdiffley@lyit.ie;3. Queen's University Management School, Queen's University Belfast, Belfast, Northern Ireland |
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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. |
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Keywords: | customer relationships organisational routines information management interaction management social networks |
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