<abstract xmlns="http://www.w3.org/1999/xhtml"><bold>Background and Purpose:</bold> 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.<bold>Design/Methodology/Approach:</bold> To provide a comprehensive view of social CRM adoption and its impact on performance outcomes, the publications of interest include scholarly journal papers from information systems and marketing disciplines and conference proceedings. Selected publications were reviewed, and findings classified into three categories: the extent of social CRM adoption, the factors influencing CRM adoption, and the impact of social CRM on performance outcomes.<bold>Results:</bold> It appears that several issues regarding social CRM adoption and its implications for performance outcomes as well as the actual use of social media in the context of CRM need additional empirical support.<bold>Conclusion:</bold> Our observations have confirmed that many researchers proposed social CRM models based on existing theories and concepts of traditional CRM. Nevertheless, some specifics of social media implications on CRM have been overlooked. The researchers therefore suggest further adjustment/extension of their models.</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.Design/Methodology/Approach: To provide a comprehensive view of social CRM adoption and its impact on performance outcomes, the publications of interest include scholarly journal papers from information systems and marketing disciplines and conference proceedings. Selected publications were reviewed, and findings classified into three categories: the extent of social CRM adoption, the factors influencing CRM adoption, and the impact of social CRM on performance outcomes.Results: It appears that several issues regarding social CRM adoption and its implications for performance outcomes as well as the actual use of social media in the context of CRM need additional empirical support.Conclusion: Our observations have confirmed that many researchers proposed social CRM models based on existing theories and concepts of traditional CRM. Nevertheless, some specifics of social media implications on CRM have been overlooked. The researchers therefore suggest further adjustment/extension of their models.

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

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

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

Organizacija

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Social CRM Adoption and its Impact on Performance Outcomes: a Literature Review"}

Background and Purpose: Social customer relationship management (social CRM) is an emerging concept that integrates traditional CRM and social media in order...

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

Published Online: Dec 05, 2015

Page range: 260 - 271

Received: Sep 09, 2015

Accepted: Oct 21, 2015

DOI: https://doi.org/10.1515/orga-2015-0022

Keywords
social CRM, extent of adoption, factors, performance outcomes

© 2015 Marjeta Marolt et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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

Published Online: Dec 05, 2015

Page range: 260 - 271

Received: Sep 09, 2015

Accepted: Oct 21, 2015

DOI: https://doi.org/10.1515/orga-2015-0022

Keywordssocial CRM, extent of adoption, factors, performance outcomes

© 2015 Marjeta Marolt et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
social CRM, extent of adoption, factors, performance outcomes