Factors affecting the use of social networks as a customer relationship management tool
by Mohammed T. Nuseir; Abdallah AlShawabkeh; Emma Louise Leibfried
International Journal of Business Information Systems (IJBIS), Vol. 38, No. 2, 2021

Abstract: Social networking finds its essence in communication. People communicate with their friends and acquaintances to increase their social capital, deepen their existing relationships, and enter into new relationships. By sub-categorising social networks into three main criteria factors, namely social structures, relationships, and communities, this study aimed to investigate companies' potential to use customers' social networks as a customer relationship management (CRM) tool in order to maintain the existing customer base and to acquire new customers. The sample included 268 participants from Germany and the UK. Study results revealed that the incorporation of social networks could serve as a powerful CRM tool for companies. The management of companies should therefore be aware of these influential factors to improve customer service and CRM processes.

Online publication date: Mon, 29-Nov-2021

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