Indian Journal of Science and Technology

Abstract

Background/objectives: Organisations in general need to have innovative strategies to tackle today’s business environment and demonstrate that they are adopting sustainable and new business practices. Accordingly, SME Companies aim to use the potential offered by social media for customer relationship management (CRM) to build up added value and long-term relationships based on a high customer engagement. Methods/statistical analysis: We used a method to examine the relationship between social CRM media and performance outcome in SMEs. Social CRM is a business strategy supported by social media tools to provide added value for organisations and their target customers. While, SMEs can be identified by three main criteria; the number of employees, the annual turnover, and the assets. Findings: This research studies the relationship between the use of social media tools and customer relationship development in SMEs sector. In addition, it concerns with understanding the role that social CRM plays in improving the performance of SMEs. Improvements/applications: From this research, organisation will be benefited. Organisations in general need to have innovative strategies to tackle today’s business environment and demonstrate that they are adopting sustainable and new business practices. Accordingly, SME Companies aim to use the potential offered by social media for CRM to build up added value and long-term relationships based on a high customer engagement.
Keywords: Social Media, Social CRM (sCRM), Resource Based View (RBV), Fit Viability Model (FVM)