Aligning 4C Strategy with Social Network Applications for CRM Performance

Thisarticledescribeshowinrecentyears,enterpriseshaveincreasinglyadoptedsocialtechnologies to support customer relationshipmanagement (CRM)practices.To increaseCRMperformance, enterprises have had to develop appropriate social CRM strategies in emerging social network applications.Thisarticleinvestigatesthealignmentbetweensocialnetworkapplicationsandthe“4C strategy”asasocialCRMstrategyinorganizations.Itintendstounderstandhowalignmentinfluences CRMperformance.Atotalof225Taiwanesecompanies,whichhaveadoptedFacebooktointeract withcustomers,weresurveyed.Accordingtotheresults,alignmentbetweenthe4Cstrategyand socialnetworkapplicationshasapositiveandsignificantimpactonCRMperformance.Theresults alsosuggestthatorganizationsrequireahigh-levelintegrationofsocialnetworkapplicationswith the4CstrategytoachievehighCRMperformance. KeywoRdS 4C Strategy, Alignment, CRM Performance, Customer Relationship Management (CRM), Facebook, Social CRM, Social Network Applications

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