Exploring the theory and practice of social CRM in service industry

2016 Fiscal Year Final Research Report

• Project/Area Number: 15K17151
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Wakayama University
• Principal Investigator: Sano Kaede 和歌山大学, 観光学部, 准教授 (60707298)
• Project Period (FY): 2015-04-01 – 2017-03-31
• Keywords: ソーシャル顧客関係管理 / ソーシャルメディア / 戦略 / サービス業界

Outline of Final Research Achievements

In this research project, to acheive the research propose that clarify how business companies can increase their profit by employing social media to influence customer behavior, and build a positive relationship with their customer, the author explored social CRM strategy based on customer psychological process which is influenced by social media effect. At the same time, the author also compared the traditional CRM program with Social CRM program, and attempted to develop the dimensions as well as items that can be applied to evaluate the effect of Social CRM.

Free Research Field

商学