CRM And Customer Relationship Management

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Recommended: The issue of Customer Relationship Management

Literature Review-

1. Overview-

CRM – Customer relationship management is traditionally referred to as companies managing their relationships with existing customers (Malthouse, Haenlein, Skiera, Wege & Zhang, 2013). This review analyzes the role of social media in changing the traditional model of customer relationship management and the positive and negatives it has to offer (ref). First we’ll analyze the transition of CRM to SCRM (Customer relationship management to Social Customer relationship management), and then we’ll focus on organizational effects and customer effects. The previous literature suggests….It also shows…Finally this study will compare its effects on hospitality industry.

1.1 What is Social Media?

As defined by …show more content…

On other hand SCRM is a combination and CRM and social media, is described as a strategy which focuses on engaging customers through social media with a goal of increasing brand trust, loyalty and increased brand advocacy.

Payne and Frow (2005) states that in traditional CRM framework, the company owns user information, which it then uses to manage its relationship, whereas in Social CRM the customer is now more involved in the relationship and has more information about the company and its competitors which is readily available on devices such as Smartphones, tablets and laptops.
Social CRM recognises that we should facilitate the relationship between the the customer and the company instead of managing customers. (Malthouse, Haenlein, Skiera, Wege & Zhang, 2013) .
The above literature clearly differentiates between traditional customer relationship management and Social customer relationship management, also suggestes that the customer is the most important and sole factor for the business and customer- business relationship.

1.3 Leveraging on Social customer relationship …show more content…

References:

Assenov, I., & Khurana, N. (2012). Social Media Marketing and the Hospitality Industry: Evidence from Thailand. The 2012 International Conference on Business and Management, (September), 325–335. Retrieved from http://www.caal-inteduorg.com/ibsm2012/ejournal/034Mar-IlianA%26NainaK-Social_Media_Marketing_and.pdf
Lanz, L. H., Fischhof, B. W., & Lee, R. (2010). How are hotels embracing social media in 2010. HVS Sales & Marketing Services, (June), 1 – 28.

Assenov, I., &Khurana, N. (2012). Social Media Marketing and the Hospitality Industry: Evidence from Thailand,

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