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政大機構典藏 > 商學院 > 資訊管理學系 > 期刊論文 > Item 140.119/121058

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題名:	Aligning 4C Strategy with Social Network Applications for CRM Performance
作者:	洪為璽 Hung, Wei-Hsi Hung, Wei-Hsi;Chang, I-Cheng;Chen, Yan;Ho, Ying-Li
貢獻者:	資管系
關鍵詞:	4C Strategy;Alignment;CRM Performance;Customer Relationship Management (CRM);Facebook;Social CRM;Social Network Applications
日期:	2019-03
上傳時間:	2018-11-23 17:41:58 (UTC+8)
摘要:	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.
關聯:	Journal of Global Information Management, 27(1), 93-110
資料類型:	article
DOI 連結:	http://dx.doi.org/10.4018/JGIM.2019010105
DOI:	10.4018/JGIM.2019010105
顯示於類別:	[資訊管理學系] 期刊論文

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