CRM to social CRM: the integration of new technologies into customer relationship management

Customer relationship management (CRM) is a continually evolving domain and now social media technologies have revolutionized the way businesses and consumers interact. Hence, the new dimension of social CRM focuses on customer engagement domain, and now social media technologies have revolutionised the way businesses and consumers interact. This paper focuses on social CRM and builds on a previous CRM model proposed by Jayachandran et al. (2005 Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69, 167–176.[Crossref], [Web of Science ®] , [Google Scholar]), adopting the resource-based view theory and the equity theory. This paper presents a new model for social CRM, including a new construct of customer engagement initiatives and adaptations of…