The impact of using social media on the dimensions of CRM in the Organization

Homa Doroudi¹ Hossein Nazari Farokhi²

1) Associate Professor of Media Management, Zanjan Islamic Azad University, Zanjan, Iran
2) Ph.D student of Business Administration, Zanjan Islamic Azad University, Zanjan, Iran

IOI Code : XAFZ-DBCKG
Publication : International Conference on Sustainable Management in International Business and Economics(smb2018.com)
Abstract :
    Social media can be an important tool for organizing communication and affect the relationship between organizations and customers. The purpose of this paper is to examine the effect of using social media on the dimensions of customer relationship management in the organization. The present research in aspect of the purpose is an applied research, from the perspective of the implementation is a survey research, and in terms of data collection method is a descriptive study that uses the method of structural equation modeling based on partial least squares approach. SPSS and Smart PLS software were used to analyze the data. The statistical population of this research was personnel in the Customer Relationship Management Unit of a number of active companies in Tehran, which 181 people was eventually selected as sample size. Eventually, social media has a positive impact on all aspects of customer relationship management. Also, the ICT infrastructures as a moderating variable affect this relationship.

Keywords : customer relationship management social media organization information and communication technology infrastructures