Conceptual Framework of SCRM Capabilities and Performance Dimensions: From Dynamic Capabilities Perspective
(A2019-9062)

AUTHORS

Viphany Sihalath, Kobe University, Graduate School of Business Administration; Chieko Minami, Kobe University, Graduate School of Business Administration

KEYWORDS

Social customer relationship management; SCRM capabilities; SCRM performance

ABSTRACT

Social customer relationship management (SCRM) is new paradigm that firms use to reach new level of managing and engaging customers. While increasingly gaining attention from practitioners, SCRM contribution to business performance is still largely unexplored. This paper argues that SCRM does not affect performance directly, but through the formation of specific SCRM capabilities which can be achieved when routinely operated. This paper proposes a conceptual framework to illustrate the linkage of SCRM capabilities and performance dimension, as well as identify the measurements of each dimension. The developed framework provides theoretically grounded base for understanding how SCRM impacts firms, and serves as the fundamental for future research. The developed framework also provides practitioners with better comprehension on how SCRM might bring benefits to firms.