Identifying and selecting the most appropriate social media for the development of SCRM systems

Document Type : Research Paper

Authors

1 MSc. in Information Technology Management, Faculty of Management, Shahid Beheshti University, Tehran, Iran

2 Assistant Prof., Faculty of Management, Shahid Beheshti University, Tehran, Iran

Abstract

Undoubtedly, information technology is one of the main factors for change in modern societies. As the other components involved in the community, organizational customers have undergone changes to the extent that they are referred to as "social customers"; So, the inability to follow the desires needs and tastes pertaining to them which presents challenge for organizations using the previous tools, such as CRM. In fact, the emergence of the concept of SCRM in early 2009 is considered to be a response to such a requirement. However, regarding the variety of social media, the process for developing such systems seems more difficult to track. Hence, in the present study, we are seeking for the identification of the best social media to develop aforementioned systems, using the concept of multi-criteria decision making. To do this, survey data were collected from experts working in two areas, namely, marketing and informatics of Bank Melli Iran. Then, the collected data were analyzed. The results represented "social sites and networks" as the most appropriate media for the development of SCRM systems.

Keywords

Main Subjects

References

Acker, O., Gröne, F., Akkad, F., Pötscher, F. & Yazbek, R. (2011). Social CRM: How companies can link into the social web of consumers. Journal of Direct, Data and Digital Marketing Practice, 13(1): 3-10.
Askool, S. & Nakata, K. (2011). A conceptual model for acceptance of social CRM systems based on a scoping study. AI & Society, 26(3): 205-220.
Azizi, Sh. & Hossein Abadi, V. & Balaghi Inanlou, M. (2014). Segmentation of Internet Banking Users Based on Their Expectations with Data Mining Technique, Journal of Information Technology Management, 6(4),419-434.
Baird, C. H. & Parasnis, G. (2011). From social media to social customer relationship management. Strategy & Leadership, 39(5): 30-37.
Band, W. & Petouhoff, N. L. (2009). Topic overview: Social CRM goes mainstream. Future.Forrester Research Report, No 55884.
Chen, H. M. & Vargo, S. L. (2014). Rethinking Social CRM Design: A Service-Dominant Logic Perspective. In Handbook of Strategic e-Business Management (pp. 767-784). Springer Berlin Heidelberg.
Danesh Shahraki, A. & Davarpanah Jazi, M. (2009). Customer Relationship management in Iranian Electronic Banking Portals and offering Suitable solution to Improve informance,Sixth International Conference on Management, 16 June,Tehran.
Faase, R., Helms, R. & Spruit, M. (2011). Web 2.0 in the CRM domain: defining social CRM. International Journal of Electronic Customer Relationship Management, 5 (1): 1–22.
Fathian, M. & Hoseini, M. (2014). Investigate the effect of virtual communities on improving customer purchase behavior, Journal of Information Technology Management, 6(3),19-36.
Ghodsipour, H. (2013). Analytical hierarchy process, Amir Kabir University of Tehran, Tehran.
Greenberg, P. (2008). The impact of CRM 2.0 on customer insight. Journal of Business & Industrial Marketing, 25(6): 410-419.
Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1): 59-68.
Lehmkuhl, T. & Jung, R. (2013). Towards Social CRM-Scoping the concept and guiding research, 26th Bled eConference 9-6-2013,Bled.
Mohammadi, Sh. & Alizadeh, S. (2014). Analyzing the problems of Ayande Bank With Data Mining Technique. Journal of Information Technology Management6(2),333-350
Mohan, S., Choi, E. & Min, D. (2008). Conceptual modeling of enterprise application system using social networking and Web 2.0 ‘social CRM system. Proceedings of the 2008 International Conference on Convergence and Hybrid Information Technology, pp.237–244, Busan, Korea.
Naderi Khorshidi, A. & Ghasemi Nezhad, Y. (2014). Checking Influencing indicators on Success approaches banking services In Ansar Bank. Journal of Information Technology Management, 6(3),487-504.
Ranjbarak, Gh. & Nayeb- zade, Sh. (2013).surveying and Ranking of CRM Dimension in Melli Bank of Yazd With FTOPSIS. Fourth International Conference on Marketing of banking services, 28-11-2013,Tehran.
Shimp, B. (2009). Social CRM. Say What? [online] Available at: http://allbizanswers.com/social-crm-say-what/ [Accessed: 3 April 2013].
Journal of Information Technology Management
Volume 6, Issue 4 - Serial Number 4
February 2015
Pages 607-628

Files

Share

How to cite

Statistics