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首页> 外文期刊>Journal of global information management >Aligning 4C Strategy with Social Network Applications for CRM Performance
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Aligning 4C Strategy with Social Network Applications for CRM Performance

机译：使4C战略与社交网络应用保持一致，以提高CRM的绩效

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摘要

This article describes how in recent years, enterprises have increasingly adopted social technologies to support customer relationship management (CRM) practices. To increase CRM performance, enterprises have had to develop appropriate social CRM strategies in emerging social network applications. This article investigates the alignment between social network applications and the “4C strategy” as a social CRM strategy in organizations. It intends to understand how alignment influences CRM performance. A total of 225 Taiwanese companies, which have adopted Facebook to interact with customers, were surveyed. According to the results, alignment between the 4C strategy and social network applications has a positive and significant impact on CRM performance. The results also suggest that organizations require a high-level integration of social network applications with the 4C strategy to achieve high CRM performance.
机译：本文介绍了近年来，企业如何越来越多地采用社交技术来支持客户关系管理（CRM）实践。为了提高CRM的性能，企业必须在新兴的社交网络应用程序中开发适当的社交CRM策略。本文研究了社交网络应用程序与组织中作为社交CRM策略的“ 4C策略”之间的一致性。它旨在了解对齐方式如何影响CRM性能。总共对225家台湾公司进行了调查，这些公司采用了Facebook与客户进行互动。根据结果​​，4C战略与社交网络应用程序之间的一致性对CRM性能产生了积极而显着的影响。结果还表明，组织需要将社交网络应用程序与4C策略进行高层集成，以实现较高的CRM性能。

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