Publication:
Implementing Social Customer Relationship Management in Turbulent Environments: A Dynamic Capabilities Perspective

datacite.subject.fos oecd::Social sciences::Economics and Business
dc.contributor.author Vu Minh Ngo
dc.contributor.author Quyen Phu Thi Phan
dc.contributor.author Hieu Minh Vu
dc.date.accessioned 2022-10-31T10:16:44Z
dc.date.available 2022-10-31T10:16:44Z
dc.date.issued 2021
dc.description.abstract Purpose: Despite the crucial contribution of social media on customer relationship management (CRM) strategies, how social CRM can be transformed into customer value, and economics returns for firms remain unexplored in the hospitality industry, especially in turbulent environments. As a new approach for dealing with both gradual and disruptive changes in the market, this study develops and tests the mediating role of dynamic capabilities in the social CRM - performance relationship. Methodology: Drawing on resource-based view and capabilities perspectives, a mixed methodology was applied. First, a survey was conducted to quantitatively test the proposed hypotheses using Structural Equation Modelling with PLS approach (PLS-SEM) on a sample consisting of 111 SEMs. Then, a qualitative fuzzy-set Comparative Analysis (fsQCA) was employed to look for the unique combinations of capabilities to achieve firms‟ superior performance. Findings: The outcomes indicated a mixture of expected and unexpected findings, including: (i) the direct effect of social CRM on firm‟s performance; (ii) Dynamic capabilities as the missing link between social CRM capabilities and firms‟ performance; (iii) the unique roles of social media technology use in the combinations with other capabilities for generating the best firms‟ performance. Originality: This study is among the few to consider the dynamic nature of the market when investigating how to implement Social CRM successfully. The insights and practical implications in this study can be useful for managers in SMEs whose desire is to build a dynamic system for improving customer value and firms‟ performance.
dc.identifier.doi 10.14704/WEB/V18SI03/WEB18020
dc.identifier.uri http://repository.vlu.edu.vn:443/handle/123456789/480
dc.language.iso en_US
dc.relation.ispartof Webology
dc.relation.issn 1735-188X
dc.subject Social Customer Relationship Management (Social CRM)
dc.subject Dynamic Capabilities
dc.subject Social Media Technology
dc.subject Hospitality Industry
dc.subject Small and Medium Enterprises (SMEs)
dc.subject Vietnam
dc.title Implementing Social Customer Relationship Management in Turbulent Environments: A Dynamic Capabilities Perspective
dc.type journal-article
dspace.entity.type Publication
oaire.citation.issue SI03
oaire.citation.volume 18
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