عنوان مقاله [English]
نویسندگان [English]چکیده [English]
Customer Relationship Management (CRM) plays a very essential role in organization strategies because of the globalization, increase of competition and rapid advances of technology at businesses. On the other hand, in today's world, social networks (medias) have a very important role in the lives of people, so that these medias are the integral part of today's life. With increasing the popularity of these networks among Iranian users, it has become a place where people can exchange information. And it also has an accessibility for extracting people’s interests. The combination of these two subjects can be a key business strategy that is so important in service organizations of developed countries. Hence, to identify the usage barriers of social networks in the Iran service organizations, after extracting effective elements from the previous studies, three hypotheses were compiled. And also a sample of 542 customers was selected and a questionnaire with LICERT scale (spectrum) was designed. The sample was distributed among experts and professors of Marketing and Management, to assess the outward validity and content of tools, desirably. Crunbach’s alpha coefficients had the appropriate level for all of the variables. after analyzing the heuristic factor and confirmatory, the results show that technological and legal factors, have the most effect as an obstacle on the usage of social networks in order to communicate with customer's demographic features analyzed according to the descriptive statistics and Friedman ranking performed for completion of results.
Trainor, K. J. (2012). Relating social media technologies to
performance: A capabilities based perspective. Journal of Personal
Selling and Sales Management, 32(3), 317–331.
Jim Jacoby,(2007). CRM and Social Media: Maximizing Deeper
Customer Relationships http:// www. pdf-repo. com/ pdf_1a/ 528g 2o40m951ec8b93. html
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We're all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265–273.
Synthesi- “social CRM made easy Taking customer engagement to a whole new level” – 2010
Greenberg, P. (2010). The impact of CRM 2.0 on customer insight. The Journal of Business and Industrial Marketing, 25(6), 410–419.
Melville, N., Kraemer, K., & Gurbaxani, V. (2004). Review: Information technology and
organizational performance: An integrative model of IT business
value. MIS Quarterly,28(2), 283–322.
Mithas, S., Ramasubbu, N., & Sambamurthy, V. (2011). How information management capability influences firm performance. MIS Quarterly, 35(1), 237–256.
Nath, P., Nachiappan, S., & Ramanathan, R. (2010). The impact of marketing capability, operations capability and diversification strategy on performance: A resourcebased view. Industrial Marketing Management, 39(2), 317–329.
Rainie, L., Purcell, K., & Smith, A. (2011). The social side of the internet. Washington, DC:Pew Internet & American Life Project (Retrieved from http://pewinternet.org/ Reports/2011/The-Social-Side-of-the-Internet.aspx).
McLuhan, M. (1964). Understanding the media: The extension of man
[Book]. Retrieved from http:// beforebefore. net/ 80f/s11/media/ mcluhan. pdf
Eysenbach, G. Medicin 2.0: Social Networking, Collaboration,
Participation, Apomediation, and Openness. Journal of Medical
Internet Research 2008; 10(3): e22.
Bob Mathew Design Science, Inc.140 Pine Avenue 4th floor www.dessci.com
McDonald,M., & Mouncey, P. (2009). Marketing accountability: How
tomeasure marketing effectiveness. London: Kogan.
Ambler, T. (2003). Marketing and the bottom line: Creating the measures of success (2nd ed.). London: Financial Times/Prentice Hall.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50–68.
Borders, A. L., Johnston, W. J., & Rigdon, E. E. (2001). Beyond the dyad: Electronic commerce and network perspectives in industrial marketing management.30, 199–205.
Hallahan, K. (2008). Organizational–public relationships in cyberspace. In T. L. Hansen-Horn, & B. D. Neff (Eds.), Public relations: From theory to practice (pp. 46–73). Boston, MA: Pearson.
Kanter, B. (2009,May). 4 ways social media is changing the non-profit world. Accessed 15.08.09. http://mashable.com/2009/05/22/non-profit-social-media/
Kent, M. L. (2008). Critical analysis of blogging in public relations. Public Relations Review, 34(1), 32–40.
Madden, M. (2010). Older adults and social media.Washington, DC: Pew Internet and American Life Project. Available from. http://www.pewinternet.org
Nielsen. (2009, March). Global faces and networked places. Accessed 10.10.09. http://blog.nielsen.com/nielsenwire/wpcontent/uploads/2009/09/nielsen globalfaces mar09.pdf
موانع استفاده از فناوری رسانه اجتماعی در حوزه مدیریت... 19
Taylor, M., & Kent, M. L. (1998). Building dialogic relationships through the world wide web. Public Relations Review, 24(3), 321–334.
Taylor, M., Kent, M. L., &White, W. J. (2001). How activist groups
are using the Internet to build relationships. Public Relations
Review, 27(3), 263–284.
Universal McCann. (2008, March). Power to the people—Wave 3 study on social media trends. Accessed 10.10.09. www.universalmccann.com/Assets/wave 3 20080403093750.pdf
Bruque, S., Moyano, J., & Eisenberg, J. (2008). Individual adaptation to IT-induced change: The role of social networks. Journal of Management Information Systems, 25, 177–206.
Bryer, T. A., & Zavattaro, S. M. (2011). Social media and public administration.AdministrativeTheory&P