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The role and nature of scrm in Australian private sector: an exploratory study

Yawised, K, Ellis, L ORCID: 0000-0002-1239-1470 and Wong, MC 2017 , 'The role and nature of scrm in Australian private sector: an exploratory study', in L Holmes (ed.), Proceeding from the 2nd International conference on Advanced Research , Asia Pacific Institute of Advanced Research, Australia, pp. 87-98 .

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Abstract

Social Customer Relationship Management (SCRM) is an emerging concept that includesstrategies, processes and technologies to link social media with the existing approach totraditional CRM. It is a corporate strategy for engagement with customers rather than simplya technology upgrade and not a replacement of traditional CRM. Even though the body ofknowledge on the subject is vast, it is scatted due to the lack of research on this topic,especially in Australia. This paper reports a survey-based study conducted to investigate thecurrent level of SCRM adoption by Australian companies, including the objectives for SCRMadoption, types of social media used with SCRM, SCRM implementation-related activitiesand barriers related to SCRM implementation at the early stage, using a sample of 1,060Australian companies (comprising 597 SCRM adopters and 473 SCRM non-adopters). Thefindings highlight that SCRM adoption has been relatively superficial and usually notsupported by a formal integrated strategy and policy framework. Even so, it appears thatAustralian companies are increasingly taking advantage of social media to manage customerrelationships. This study serves as a starting point for research into SCRM implementationin the private sector to build up confidence among shareholders and investors for adoptingsuch initiatives.

Item Type: Conference Publication
Authors/Creators:Yawised, K and Ellis, L and Wong, MC
Keywords: social customer relationship management (SCRM), social media, CRM, Australian private sector
Journal or Publication Title: Proceeding from the 2nd International conference on Advanced Research
Publisher: Asia Pacific Institute of Advanced Research
Copyright Information:

Copyright 2017 Asia Pacific Institute of Advanced Research (APIAR)

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