An Empirical Study of Social Network Effects on Customer Relationship Management

Abstract

Recent developments in information technology and Web services have increased the potential for creating new opportunities for business. Social network, which are widely used by individuals, also have an effect on customer relationship management (CRM) systems. Consequently, a new approach to CRM is emerging as a new paradigm for integrating social networking in more traditional CRM systems. In fact, social networks might be fully utilized as a value-adding tool in improving customer relationship management.

Hence, the aim of this paper is to advance our knowledge on the effects of social networks and social network-mediated communication on CRM. To achieve this task, a qualitative analysis has been carried out by involving 26 experienced managers from different firms who expressed their opinion towards the introduction of this new tool.

The results have been investigated through a content analysis in order to make the managers’ point of view emerge.

Keywords: Customer relationship management (CRM), social network, business managers, consumer behavior