Trainor, K. J., Andzulis, J. M., Rapp, A.,

From Digital Culture & Society

[edit] Social Media Technology Usage And Customer Relationship Performance: A Capabilities-Based Examination Of Social CRM

An approach on how social media technology influences the customer relationship. Where businesses can use social media relationship management to positively influence the marketing and strategic planning to integrate social media marketing into businesses. These resources are helpful because of the interactive element of social media and how different businesses are influences by these media platforms. The beginning looks at the customer system and how businesses who are customer-centric must acknowledge the influence of how social media is an important aspect of the system. Using new technologies like social media platform helps businesses develop an interaction of the marketing programs businesses use to reach out to the customers.

Some of the limitations include that there are more recent customer relationship strategies that businesses can use. Also, the differences between business to business and business to consumer. In terms of social media technology marketing strategies with the industries would be to unique to each company. What the article suggests is to provide information and the tools for success for these business firms when they can create these social media technology investments and ways to integrate it to get the most out of it. Turning these opportunities into success to connect to the consumers and improve on the customer service relationship. By using customer service management programs, the industry can benefit the business by introducing social media platforms into the marketing strategy.

Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201-1208.