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A pattern based approach to examine the value of social CRM : an exploratory study

Markerink, F.J. (2016) A pattern based approach to examine the value of social CRM : an exploratory study.

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Abstract:Social media offer businesses new opportunities to maintain and develop customer relationships. The relative new concept “social CRM” has become an important marketing instrument for various kinds of businesses. Social CRM is focused on interaction and holding conversations with customers. Though, there is little known about the value of social CRM. The aim of this study is to (1) gain insight into current social CRM use among retail businesses and (2) to gain insight into the value of social CRM. This study applies the pattern approach (Alexander, 1979) to the concept of social CRM. This approach gives insight into the usage process and it gives directions for actions that can be initiated in a certain situation. Therefore, patterns are also very suitable to use in practice.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/69686
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