Keyword

Social CRM, Relationship Marketing, Social Media

Abstract

Social Customer Relationship Management (SCRM) is a relatively new concept in contemporary marketing studies. Although its general understanding seems to be rather intuitive and simple within business managerial environments, as the sole name of it induces the usage of Social Media (SM) and data that it contains and constantly produces in company’s Customer Relationship Management (CRM) strategies, scholars still struggle to create its holistic definition or even one unified description and a general list of characteristics. In this paper, we discuss and find deficiencies and incoherencies among researched works and detecting a group of characteristics archetypal to contemporary SCRM.


Full Text : PDF

References
  1. Ang, N., 2011. “Community relationship management and social media,” Database Marketing & Customer Strategy Management, 18/1, 31-38.
  2. Askool, S. and Nakata, K., 2011. “A conceptual model for acceptance of social CRM systems based on a scoping study,” AI & SOCIETY, 26/3, 205-220.
  3. Baran, J.R., Galka, J.R., Strunk, D.P., 2008., Principals of Customer Relationship Management, Thomson South-Western, United States of America.
  4. Berry, L., Parasuraman, A., 1991. Marketing Services – Competing Though Quality, The Free Press, New York 1991; [in:]  Otto, J., Marketing  relacji.  Koncepcja  i  stosowanie,  C.H.  Beck,  Warszawa,  2004.
  5. Bozarth, J., 2010. Social media for trainers: techniques for enhancing and extending learning, John Wiley and Sons, Inc., San Francisco.
  6. Christopher, M., Payne, A.F.T., Ballantyne, D., 1996. Relationship Marketing: Bringing Quality, Customer Service and Marketing Together, Butterworth-Heinemann, Oxford 1991; [in:] Payne, A., Marketing uslug, Polskie Wydawnictwo Ekonomiczne, Warszawa, 1996.
  7. Cho, June-Suh, 2010. Perspective Matters of Social CRM, Global Business Research, Hankuk University of Foreign Studies, 22/23, pp.27-43.
  8. Fonfara, K., 2004. Marketing partnerski na rynku przedsiębiorstw, Polskie Wydawnictwo Ekonomiczne, Warszawa, 2004.
  9. Greenberg, P., 2008. CRM 2.0 = The Conversation – But First....The Intro. <www.zdnet.com> 
  10. Greenberg, P., 2001. CRM at the Speed of Light: Capturing and Keeping Customer in Internet Real Time, The McGraw-Hill, Berkley.
  11. Greenberg, P., 2010. The impact of CRM 2.0 on customer insight, Journal of Business & Industrial Marketing, 26/6, pp.410-419.
  12. Greenberg, P., 2009. “Time to Put a Stake in the Ground on Social CRM,” <http://the56group.typepad.com/> 
  13. Grönroos,  Ch., 1994. “From  Marketing  Mix  to Relationship  Marketing.  Towards  a  paradigm shift in Marketing,” Management Decision, 32/2, 4-20.
  14. Grönroos, Ch., 1990. Service Management and Marketing. Managing the moments of Truth in Service Competition, Free Press, Lexington 1990; [in:]  Otto, J., Marketing  relacji.  Koncepcja  i  stosowanie,  C.H.  Beck,  Warszawa  2004.
  15. Gummeson, E., 1994. Making Relationship Marketing Operational; [in:] International Journal of Service Industry Management, MBC University Press, pp.5-20.
  16. Hawks, D.I., Mothersbaugh, D.L., 2010., Consumer behavior: building marketing strategy, McGraw-Hill/Irwin, New York.
  17. Jacewicz, K. and Cho, June-Suh, 2012. “Social CRM Redefined? Promise-Based Social CRM Model and Enterprise Applications For Corporate Social Profile Management,” Korea Business Review, The Korean Academic Society Of Business Administration, 16/4, 165-201.
  18. Keller, K.L., 2008. Strategic Brand Management. Building, Measuring, and Managing Brand Equity, Pearson Education, Inc., Upper Saddle River, New Jersey.
  19. Kotler, P., Keller, K.L., 2008. Marketing Management: International Edition, Pearson Prentice Hall.
  20. Kozinets, R.V., de Valck, K., Wojnicki, A.C., Wilner, S.J.S., 2010. Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities, Journal of Marketing, 74/2, pp.71-89.
  21. Laudon, K.C., Laudon, J.P., 2012. Management Information Systems. Managing the digital firm, 12e, Pearson Education Limited, Harlow, England.
  22. Roberts, M.L., 2008. Internet marketing. Integrating online and offline strategies 2e, Cengage Learning, Mason, OH.
  23. Rogozinski, K., 2000a. A Marketing Turning Point Relationship Marketing: 4PS->Is+/-->1R+; [in:] Akademia Ekonomiczna w Poznaniu, Katedra Uslug, Working paper.
  24. Rogozinski, K., 2000b. Nowy Marketing Uslug, Wydawnictwo Akademii Ekonomicznej w Poznaniu, Poznan.
  25. Rydel, M., Ronkowski, C., 1995. Marketing partnerski; [in:] Marketing i Rynek.
  26. Schiffman, L.G., Kanuk, L.L., 1991. Consumer Behavior, Prentice Hall International, Inc., Englewood Cliffs, N.Y.
  27. Tzokas, N., Saren, M., 1996. Relationship Marketing In Consumer Markets  from  the Private  to Communal, Seminar on Relationship Marketing  in an Era of Hyper Competition, Rotterdam 1996; [in:] Otto, J., Marketing  relacji.  Koncepcja  i  stosowanie,  C.H.  Beck,  Warszawa  2004.