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Social CRM Adoption and its Impact on Performance Outcomes: a Literature Review

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Listed:
  • Marolt Marjeta
  • Pucihar Andreja

    (University of Maribor, Faculty of Organizational Sciences, Kidričeva cesta 55a, 4000 Kranj, Slovenia)

  • Zimmermann Hans-Dieter

    (University of Applied Sciences, FHS St. Gallen, Rosenbergstrasse 59, Postfach, 9001 St.Gallen, Switzerland)

Abstract

Background and Purpose: Social customer relationship management (social CRM) is an emerging concept that integrates traditional CRM and social media in order to provide benefits for organizations and customers. Despite the benefits that social CRM can bring, many organizations are still at the early stage of adoption. To move beyond social marketing and to exploit opportunities offered by sales and customer service, organizations need to be aware of factors that drive social CRM adoption and different implications of social CRM adoption for performance outcomes. This paper aims to provide a review of scholarly literature on social CRM adoption with the focus on factors and performance outcomes.

Suggested Citation

  • Marolt Marjeta & Pucihar Andreja & Zimmermann Hans-Dieter, 2015. "Social CRM Adoption and its Impact on Performance Outcomes: a Literature Review," Organizacija, Sciendo, vol. 48(4), pages 260-271, December.
    • Handle: RePEc:vrs:organi:v:48:y:2015:i:4:p:260-271:n:5
    DOI: 10.1515/orga-2015-0022
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