ABSTRACT

Social customer relationship management (CRM) deals with integrating social media data with traditional CRM in order to engage customers. This paper extends the Technology-Organization-Environment model with the diffusion of innovation theory to obtain insights into the factors and differences driving the use of social CRM in firms in Morocco, Algeria and Tunisia (n = 211). We find that the key factors driving the use of social CRM are organizational, through top management support and employee IT skills. Environmental factors also play a role, particularly through competitive pressure Compatibility, as a technology factor, is apparently not an antecedent to use. Our research also finds differences in social CRM use according to gender and industry, with male managers and those in ICT, media, training, and consulting more likely to use social CRM. This study differs from past studies by focusing on use rather than on adoption while examining a new context to provide additional insight for theory and practice.

摘要

社交客户关系管理 (CRM) 处理将社交媒体数据与传统 CRM 集成以吸引客户。本文通过传播创新理论扩展了技术-组织-环境模型，以深入了解推动摩洛哥、阿尔及利亚和突尼斯（n = 211）公司使用社会 CRM 的因素和差异。我们发现推动社交 CRM 使用的关键因素是组织、高层管理支持和员工 IT 技能。环境因素也起作用，特别是通过竞争压力 兼容性作为一种技术因素，显然不是使用的先决条件。我们的研究还发现，社会 CRM 的使用因性别和行业而异，男性经理和 ICT、媒体、培训和咨询领域的经理更有可能使用社会 CRM。