The impact of social CRM on B2B and SMEs
DOI:
https://doi.org/10.5585/exactaep.2021.14651Keywords:
Social CRM, Relationship quality, Craft brewingAbstract
The present study addresses the quality of the customer relationship in the business-to-business (B2B) context and the use of customer relationship management (CRM) systems using Web 2.0 technologies and social media. The case study was conducted in a microbrewery. The company adopted a CRM system to increase the level of trust in the communication process and responsiveness, as well as customer satisfaction in terms of individualized service. Some KPIs are proposed to evaluate the process, sales performance, service level and effectiveness in the use of social media. In practice, the study shows that CRM data management systems aim to build long-term relationships and prospecting new customers.
Downloads
References
Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172-180.
Agnihotri, R., Trainor, K. J., Itani, O. S., & Rodriguez, M. (2017). Examining the role of sales-based CRM technology and social media use on post-sale service behaviors in India. Journal of Business Research, 81, 144-154.
Almomani, H. Q. (2019). Relationship Quality as Predictor of B2B Customer Loyalty in the Pharmaceutical Sector: Evidence from Jordan. Journal of Relationship Marketing, 1-16.
Alshawi, S., Missi, F., & Irani, Z. (2011). Organisational, technical and data quality factors in CRM adoption—SMEs perspective. Industrial Marketing Management, 40(3), 376-383.
Ancillai, C., Terho, H., Cardinali, S., & Pascucci, F. (2019). Advancing social media driven sales research: Establishing conceptual foundations for B-to-B social selling. Industrial Marketing Management.
Andzulis, J. M., Panagopoulos, N. G., & Rapp, A. (2012). A review of social media and implications for the sales process. Journal of Personal Selling & Sales Management, 32(3), 305-316.
Atanassova, I., & Clark, L. (2015). Social media practices in SME marketing activities: A theoretical framework and research agenda. Journal of customer behaviour, 14(2), 163-183.
Barac, D., Ratkovic-Živanovic, V., Labus, M., Milinovic, S., & Labus, A. (2017). Fostering partner relationship management in B2B ecosystems of electronic media. Journal of Business & Industrial Marketing, 32(8), 1203-1216.
Barbosa de Moraes, M., Armstrong Santos de Miranda, M., de Araujo Querido Oliveira, E. A., & Marques dos Santos, E. (2017). Cultura de inovação em micro e pequenas empresas dos setores aeronáutico e de tecnologia da informação. Exacta, 15(3).
Bettencourt, L. A., Blocker, C. P., Houston, M. B., & Flint, D. J. (2015). Rethinking customer relationships. Business Horizons, 58(1), 99-108.
BNDES. (2019). Guia do Financiamento. [página Web]. Disponível em: <https://www.bndes.gov.br/wps/portal/site/home/financiamento/guia/quem-pode-ser-cliente/>. Acesso em 26 de junho de 2019.
Buratti, N., Parola, F., & Satta, G. (2018). Insights on the adoption of social media marketing in B2B services. The TQM Journal, 30(5), 490-529.
Casidy, R., & Nyadzayo, M. (2017). Drivers and outcomes of relationship quality with professional service firms: An SME owner-manager perspective. Industrial Marketing Management.
Chang, H. H., Wong, K. H., & Fang, P. W. (2014). The effects of customer relationship management relational information processes on customer-based performance. Decision Support Systems, 66, 146-159.
Chatterjee, S. C. (2017). B2B relationship calculus: Quantifying resource effects in service-dominant logic. Journal of the Academy of Marketing Science, 45(3), 402-427.
Cheng, C. C., & Shiu, E. C. (2019). How to enhance SMEs customer involvement using social media: The role of Social CRM. International Small Business Journal, 37(1), 22-42.
Chong, W. K., Man, K. L., & Kim, M. (2018). The impact of e-marketing orientation on performance in Asian SMEs: a B2B perspective. Enterprise Information Systems, 12(1), 4-18.
Choudhury, M. M., & Harrigan, P. (2014). CRM to social CRM: the integration of new technologies into customer relationship management. Journal of Strategic Marketing, 22(2), 149-176.
Cruz-Jesus, F., Pinheiro, A., & Oliveira, T. (2019). Understanding CRM adoption stages: empirical analysis building on the TOE framework. Computers in Industry, 109, 1-13.
de Almeida Vilela, B., de Souza Alves, C., Correia Ferreira, R. F., Alves de Freitas, K., & Canedo de Souza Junior, W. (2016). Coordenação em cadeias de suprimentos: o papel da tecnologia da informação e da gestão orientada por processos. Exacta, 14(4).
Dale Wilson, R. (2006). Developing new business strategies in B2B markets by combining CRM concepts and online databases. Competitiveness Review: An International Business Journal, 16(1), 38-43.
Dekoulou, P., & Trivellas, P. (2017). Organizational structure, innovation performance and customer relationship value in the Greek advertising and media industry. Journal of Business & Industrial Marketing, 32(3), 385-397.
Demo, G., Fogaca, N., Ponte, V., Fernandes, T., & Cardoso, H. (2015). Customer Relationship Management (CRM): State of the Art, Bibliometric Review of High-Quality Brazilian Production, Institutionalization of Research in Brazil and Research Agenda. RAM. Revista de Administração Mackenzie, 16(5), 127-160.
Dresch, A., Lacerda, D. P., & Miguel, P. A. C. (2015). A distinctive analysis of case study, action research and design science research. Revista brasileira de gestão de negócios, 17(56), 1116-1133.
Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, v. 14, n. 4, p. 532-550.
Faase, R., Helms, R., & Spruit, M. (2011). Web 2.0 in the CRM domain: defining social CRM. International Journal of Electronic Customer Relationship Management, 5(1), 1-22.
Fotiadis, Anestis K., and Chris Vassiliadis. (2017). Being customer-centric through CRM metrics in the B2B market: the case of maritime shipping. Journal of Business & Industrial Marketing 32.3: 347-356.
Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: An organizing framework. Journal of Retailing, 85(1), 1-14.
Grewal, D., Roggeveen, A. L., Sisodia, R., & Nordfält, J. (2017). Enhancing customer engagement through consciousness. Journal of Retailing, 93(1), 55-64.
Griffith, D. A., & Harvey, M. G. (2001). An intercultural communication model for use in global interorganizational networks. Journal of International Marketing, 9(3), 87-103.
Guha, S., Harrigan, P., & Soutar, G. (2018). Linking social media to customer relationship management (CRM): a qualitative study on SMEs. Journal of Small Business & Entrepreneurship, 30(3), 193-214.
Harrigan, P., & Miles, M. (2014). From e-CRM to s-CRM. Critical factors underpinning the social CRM activities of SMEs. Small Enterprise Research, 21(1), 99-116.
Huntley, J. K. (2006). Conceptualization and measurement of relationship quality: Linking relationship quality to actual sales and recommendation intention. Industrial Marketing Management, 35(6), 703-714.
Itani, O. S., Agnihotri, R., & Dingus, R. (2017). Social media use in B2B sales and its impact on competitive intelligence collection and adaptive selling: Examining the role of learning orientation as an enabler. Industrial Marketing Management, 66, 64-79.
Jiang, Z., Shiu, E., Henneberg, S., & Naude, P. (2016). Relationship quality in business to business relationships—Reviewing the current literatures and proposing a new measurement model. Psychology & Marketing, 33(4), 297-313.
Kim, H. G., & Wang, Z. (2019). Defining and measuring social customer-relationship management (CRM) capabilities. Journal of Marketing Analytics, 7(1), 40-50.
Lahiri, S., & Kedia, B. L. (2011). Determining quality of business-to-business relationships: A study of Indian IT-enabled service providers. European Management Journal, 29(1), 11-24.
Leonidou, L. C. (2004). Industrial manufacturer–customer relationships: The discriminating role of the buying situation. Industrial Marketing Management, 33(8), 731-742.
Leuthesser, L. (1997). Supplier relational behavior: An empirical assessment. Industrial marketing management, 26(3), 245-254.
Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270-280.
Miguel, P. A. C. (2012). Metodologia de pesquisa em engenharia de produção e gestão de operações. Elsevier.
Moncrief, W. C., Marshall, G. W., & Rudd, J. M. (2015). Social media and related technology: Drivers of change in managing the contemporary sales force. Business Horizons, 58(1), 45-55.
Nyadzayo, M. W., Matanda, M. J., & Rajaguru, R. (2018). The determinants of franchise brand loyalty in B2B markets: An emerging market perspective. Journal of Business Research, 86, 435-445.
Paladini, E. P. (2011) Avaliação Estratégica Da Qualidade. 2 ed. São Paulo: Atlas SA.
Pantouvakis, A.; Karakasnaki, M. (2018). The role of agility and organisational learning culture in forming long lasting relations in shipping. International Journal of Shipping and Transport Logistics, v. 10, n. 2, p. 160-180.
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of marketing, 69(4), 167-176.
Pedron, C. D., W. N. Picoto, G. Dhillon, & M. Caldeira. (2016). Value-focused objectives for CRM system adoption. Industrial Management and Data Systems 116 (3):526–45.
Rajagopal, A. (2009). Buyer–supplier relationship and operational dynamics. Journal of the Operational Research Society, 60(3), 313-320.
Rodriguez, M., Peterson, R. M., & Krishnan, V. (2012). Social media’s influence on business-to-business sales performance. Journal of Personal Selling & Sales Management, 32(3), 365-378.
Rodriguez, M., Peterson, R. M., & Krishnan, V. (2018). Impact of CRM technology on sales process behaviors: empirical results from US, Europe, and Asia. Journal of Business-to-Business Marketing, 25(1), 1-10.
Santouridis, I., & Veraki, A. (2017). Customer relationship management and customer satisfaction: the mediating role of relationship quality. Total Quality Management & Business Excellence, 28(9-10), 1122-1133.
SEBRAE – Serviço Brasileiro de Apoio às Micro e Pequenas Empresas. (2019). Lei Geral das micro e pequenas empresas. Disponível em: <http://www.sebrae.com.br/sites/PortalSebrae/artigos/entenda-as-diferencas-entre-microempresa-pequena-empresa-e mei,03f5438af1c92410VgnVCM100000b272010aRCRD>. Acesso em: 26 de junho de 2019.
Smith, J. B. (1998). Buyer–seller relationships: similarity, relationship management, and quality. Psychology & Marketing, 15(1), 3-21.
Soltani, Z., & Navimipour, N. J. (2016). Customer relationship management mechanisms: a systematic review of the state of the art literature and recommendations for future research. Computers in Human Behavior, 61, 667-688.
Wamba, S. F., & Carter, L. (2016). Social media tools adoption and use by SMEs: An empirical study. In Social Media and Networking: Concepts, Methodologies, Tools, and Applications (pp. 791-806). IGI Global.
Wang, W. Y., Pauleen, D. J., & Zhang, T. (2016). How social media applications affect B2B communication and improve business performance in SMEs. Industrial Marketing Management, 54, 4-14.
Yin, Robert K. (2009). Case study research: Design and methods (applied social research methods). London and Singapore: Sage.
Zaefarian, G.; Thiesbrummel, C.; Henneberg, S. C.; Naudé P. (2017) Different recipes for success in business relationships. Industrial Marketing Management, v. 63, p. 69-81.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Exacta – Engenharia de Produção
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Autores que tiverem artigos aceitos para publicação na Revista Exacta concordam com os seguintes termos:
- A Cessão dos Direitos Autorais da publicação do artigo à Revista Exacta;
- Os autores que tiverem seus trabalhos aceitos e publicados na Revista Exacta estão sujeitos a Política de Direitos Autorais CC BY NC SA https://creativecommons.org/licenses/by-nc-sa/4.0/;
- A publicação do artigo pela Revista Exacta, em caráter de exclusividade e em meio eletrônico;
- A indexação do artigo em bases de dados nacionais e internacionais, diretórios, bibliotecas digitais e bases bibliométricas em que a Revista estiver e vir a estar indexada.
