University of Twente Student Theses


Social CRM strategies for higher education networked organizations

Voigt, J.H. (2017) Social CRM strategies for higher education networked organizations.

[img] PDF
Abstract:Social CRM is an emerging concept with the possibility to manage the relationships with current as well as potential customers in a network perspective. The purpose of this research is to (1) explore if a Social CRM strategy lead in practice to the creation of a sustainable community and (2) explore the values people perceive during a Social CRM strategy. A research model is proposed based upon the value sphere by Larivière et al. (2013) and previous research by Zhou et al. (2013) who studied the joinability of brand communities. The proposed research model has four independent variables and one dependent variable. Data is collected by an online survey among 238 alumni from EIT. The results show that the alumni from EIT most experienced informational value followed by convenience value and then entertainment & emotional value during a Social CRM strategy. This result confirms H1, that a typical Social CRM strategy result in perceived values by alumni from EIT. Furthermore, this research found a significant model which examines the influence of the joinability of communities. This model has three contributors, namely entertainment & emotional value, social value and convenience value that explain for 80,8% the variance in the dependent variable, identity value (H3, H4 and H5).
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:
Export this item as:BibTeX
HTML Citation
Reference Manager


Repository Staff Only: item control page