Transforming traditional CRM into social CRM: An empirical investigation in Iraqi healthcare industry.

ABSTRACT: The unprecedented growth of social media usage questions the conventional customer relationship management (CRM). Social CRM strategy is a novel version of CRM empowered by social media technology that offers a new way of managing relationships with customers effectively. The aims of this study are two-fold, examining the important determinants of the successful adoption of the social CRM; and to validate the outcomes on this novel social CRM adoption in the healthcare industry. The proposed adoption model of this study derived with theoretical support from TOE, DOI and ISS theories in IS/IT, social media, and CRM literatures. This undertaking focuses on the use of structural equations modelling, to examine a theoretical social CRM (Social Customer Relationship Management) model involving

SUBMITTER: Jalal AN 

PROVIDER: S-EPMC8121651 | biostudies-literature | 2021 May

REPOSITORIES: biostudies-literature