Modelling CRM in a Social Media Age

Customer relationship management is a continually evolving domain that has been particularly affected by social media, which have revolutionised the way businesses and consumers interact. This paper on social CRM builds on a previous model of CRM prior to the growth of social media ( Jayachandran et al., 2005 ). We present a new model for social CRM, including a new construct of customer engagement initiatives and adaptations of other constructs to cater for the impact of social media. An online survey was used to collect data from a population of marketing practitioners and partial least squares analysis was used to test the model. Findings show the importance of an underlying customer relationship orientation; how it impacts on social media…