Modelling CRM in a Social Media Age

Discussion and conclusions (1)
● “The exponential growth of social media technologies has added an additional complex and multi-faceted dimension
to CRM.” (Greenberg et al., 2010)
● Social media have the potential to enable more effective CRM performance by improving interactions with customers and access customer data.
● At the very least, marketers should be contactable through social media.
● There are many social networks available and also there are many social media monitoring tools.

Discussion and conclusions (2)
● The future research needs to introduce detailed demographic information to see whether it has an impact.
● The future research needs to identify appropriate performance measures and develop more comprehensive
model for social CRM, for example, find a link between relational information processes and customer relationship
performance (H5).…