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Antecedents and outcomes associated with social media use in customer relationship management of Thai microenterprises

Antecedents and outcomes associated with social media use in customer relationship management of... The present study investigated some antecedents and outcomes associated with the social media use intensity for customer relationship management (CRM), using the survey data collected from the sample of 217 entrepreneurs of some small retail shops in Thailand. The data were analysed by using the partial least squares regression. Regarding the antecedents, the results indicated that the intensity of social media use for CRM tended to be highly significant for the entrepreneurs who emphasised the service differentiation strategy, but not for those who emphasised the cost leadership strategy. Also, the positive relationship between the competitive pressure to use social media in business and the intensity of social media use for CRM was supported. Regarding the outcomes, the analysis indicated that the intensity of social media use for CRM was positively related to cost reduction and market expansion outcomes which, in turn, were positively linked to higher firm performance satisfaction. Keywords: social media; CRM; customer relationship management; generic strategy; micro enterprises; competition; firm performance. Reference to this paper should be made as follows: Sasatanun, P. and Charoensukmongkol, P. (2016) `Antecedents and outcomes associated with social media use in customer relationship management of Thai microenterprises', Int. J. Technoentrepreneurship, Vol. 3, http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Technoentrepreneurship Inderscience Publishers

Antecedents and outcomes associated with social media use in customer relationship management of Thai microenterprises

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Publisher
Inderscience Publishers
Copyright
Copyright © 2016 Inderscience Enterprises Ltd.
ISSN
1746-5370
eISSN
1746-5389
DOI
10.1504/IJTE.2016.080258
Publisher site
See Article on Publisher Site

Abstract

The present study investigated some antecedents and outcomes associated with the social media use intensity for customer relationship management (CRM), using the survey data collected from the sample of 217 entrepreneurs of some small retail shops in Thailand. The data were analysed by using the partial least squares regression. Regarding the antecedents, the results indicated that the intensity of social media use for CRM tended to be highly significant for the entrepreneurs who emphasised the service differentiation strategy, but not for those who emphasised the cost leadership strategy. Also, the positive relationship between the competitive pressure to use social media in business and the intensity of social media use for CRM was supported. Regarding the outcomes, the analysis indicated that the intensity of social media use for CRM was positively related to cost reduction and market expansion outcomes which, in turn, were positively linked to higher firm performance satisfaction. Keywords: social media; CRM; customer relationship management; generic strategy; micro enterprises; competition; firm performance. Reference to this paper should be made as follows: Sasatanun, P. and Charoensukmongkol, P. (2016) `Antecedents and outcomes associated with social media use in customer relationship management of Thai microenterprises', Int. J. Technoentrepreneurship, Vol. 3,

Journal

International Journal of Technoentrepreneurship – Inderscience Publishers

Published: Jan 1, 2016

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