Identifying and selecting the most appropriate social media for the development of SCRM systems
Undoubtedly, information technology is one of the main factors for change in modern societies. As the other components involved in the community, organizational customers have undergone changes to the extent that they are referred to as "social customers"; So, the inability to follow the d...
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| Format: | Article |
| Language: | English |
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University of Tehran
2015-01-01
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| Series: | Journal of Information Technology Management |
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| Online Access: | https://jitm.ut.ac.ir/article_52453_4fb39e123df852338c1d880113e5779c.pdf |
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| author | Masoud Khoshheykal Navid Nezafati |
| author_facet | Masoud Khoshheykal Navid Nezafati |
| author_sort | Masoud Khoshheykal |
| collection | DOAJ |
| description | Undoubtedly, information technology is one of the main factors for change in modern societies. As the other components involved in the community, organizational customers have undergone changes to the extent that they are referred to as "social customers"; So, the inability to follow the desires needs and tastes pertaining to them which presents challenge for organizations using the previous tools, such as CRM. In fact, the emergence of the concept of SCRM in early 2009 is considered to be a response to such a requirement. However, regarding the variety of social media, the process for developing such systems seems more difficult to track. Hence, in the present study, we are seeking for the identification of the best social media to develop aforementioned systems, using the concept of multi-criteria decision making. To do this, survey data were collected from experts working in two areas, namely, marketing and informatics of Bank Melli Iran. Then, the collected data were analyzed. The results represented "social sites and networks" as the most appropriate media for the development of SCRM systems. |
| format | Article |
| id | doaj-art-ca5519270996479b98e08aaafce2ee9d |
| institution | OA Journals |
| issn | 2008-5893 2423-5059 |
| language | English |
| publishDate | 2015-01-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | Journal of Information Technology Management |
| spelling | doaj-art-ca5519270996479b98e08aaafce2ee9d2025-08-20T01:50:56ZengUniversity of TehranJournal of Information Technology Management2008-58932423-50592015-01-016460762810.22059/jitm.2015.5245352453Identifying and selecting the most appropriate social media for the development of SCRM systemsMasoud Khoshheykal0Navid Nezafati1MSc. in Information Technology Management, Faculty of Management, Shahid Beheshti University, Tehran, IranAssistant Prof., Faculty of Management, Shahid Beheshti University, Tehran, IranUndoubtedly, information technology is one of the main factors for change in modern societies. As the other components involved in the community, organizational customers have undergone changes to the extent that they are referred to as "social customers"; So, the inability to follow the desires needs and tastes pertaining to them which presents challenge for organizations using the previous tools, such as CRM. In fact, the emergence of the concept of SCRM in early 2009 is considered to be a response to such a requirement. However, regarding the variety of social media, the process for developing such systems seems more difficult to track. Hence, in the present study, we are seeking for the identification of the best social media to develop aforementioned systems, using the concept of multi-criteria decision making. To do this, survey data were collected from experts working in two areas, namely, marketing and informatics of Bank Melli Iran. Then, the collected data were analyzed. The results represented "social sites and networks" as the most appropriate media for the development of SCRM systems.https://jitm.ut.ac.ir/article_52453_4fb39e123df852338c1d880113e5779c.pdfCustomer Relationship Managementsocial customer relationship managementsocial media |
| spellingShingle | Masoud Khoshheykal Navid Nezafati Identifying and selecting the most appropriate social media for the development of SCRM systems Journal of Information Technology Management Customer Relationship Management social customer relationship management social media |
| title | Identifying and selecting the most appropriate social media for the development of SCRM systems |
| title_full | Identifying and selecting the most appropriate social media for the development of SCRM systems |
| title_fullStr | Identifying and selecting the most appropriate social media for the development of SCRM systems |
| title_full_unstemmed | Identifying and selecting the most appropriate social media for the development of SCRM systems |
| title_short | Identifying and selecting the most appropriate social media for the development of SCRM systems |
| title_sort | identifying and selecting the most appropriate social media for the development of scrm systems |
| topic | Customer Relationship Management social customer relationship management social media |
| url | https://jitm.ut.ac.ir/article_52453_4fb39e123df852338c1d880113e5779c.pdf |
| work_keys_str_mv | AT masoudkhoshheykal identifyingandselectingthemostappropriatesocialmediaforthedevelopmentofscrmsystems AT navidnezafati identifyingandselectingthemostappropriatesocialmediaforthedevelopmentofscrmsystems |