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政大典藏 > College of Commerce > Department of MIS > Periodical Articles > Item 140.119/121058

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/121058

Title:	Aligning 4C Strategy with Social Network Applications for CRM Performance
Authors:	洪為璽 Hung, Wei-Hsi Hung, Wei-Hsi;Chang, I-Cheng;Chen, Yan;Ho, Ying-Li
Contributors:	資管系
Keywords:	4C Strategy;Alignment;CRM Performance;Customer Relationship Management (CRM);Facebook;Social CRM;Social Network Applications
Date:	2019-03
Issue Date:	2018-11-23 17:41:58 (UTC+8)
Abstract:	This article describes how in recent years, enterprises have increasingly adopted social technologies to support customer relationship management (CRM) practices. To increase CRM performance, enterprises have had to develop appropriate social CRM strategies in emerging social network applications. This article investigates the alignment between social network applications and the “4C strategy” as a social CRM strategy in organizations. It intends to understand how alignment influences CRM performance. A total of 225 Taiwanese companies, which have adopted Facebook to interact with customers, were surveyed. According to the results, alignment between the 4C strategy and social network applications has a positive and significant impact on CRM performance. The results also suggest that organizations require a high-level integration of social network applications with the 4C strategy to achieve high CRM performance.
Relation:	Journal of Global Information Management, 27(1), 93-110
Data Type:	article
DOI link:	http://dx.doi.org/10.4018/JGIM.2019010105
DOI:	10.4018/JGIM.2019010105
Appears in Collections:	[Department of MIS] Periodical Articles

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