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Understanding Social Customer Relationship Management Adoption: Qualitative Insights

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journal contribution
posted on 2022-10-06, 05:06 authored by Thilini Chathurika Gamage, WKAC Gnanapala, Nicholas AshillNicholas Ashill
Acknowledging that research on social customer relationship management (CRM) adoption remains scant, grounded in the theoretical perspectives of dynamic capabilities and technology adoption, and exploratory results from a field investigation of twelve firms drawn from a single industry, we identify and group relevant variables that potentially influence social CRM adoption into nine first-order categories. This qualitative picture can be used as a theoretical basis for studying social CRM adoption. Extending practitioners’ understanding of the nature of these categories may lead to better insights into how social CRM adoption can be managed more effectively.

History

Preferred citation

Gamage, T. C., Gnanapala, W. K. A. C. & Ashill, N. (2021). Understanding Social Customer Relationship Management Adoption: Qualitative Insights. Journal of Strategic Marketing, 1-25. https://doi.org/10.1080/0965254X.2021.1923056

Journal title

Journal of Strategic Marketing

Publication date

2021-01-01

Pagination

1-25

Publisher

Taylor & Francis

Publication status

Accepted

Contribution type

Article

Online publication date

2021-05-04

ISSN

0965-254X

eISSN

1466-4488

Language

en