Social Customer Relationship Management as Predictor of Customer Relationship Performance: An Empirical Study of B2B and B2C Companies

  • Ashish K. Rathore
  • Sakshi Shioramwar
  • P. Vigneswara IlavarasanEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9844)


Using an empirical survey conducted among B2B and B2C companies in India, the paper examines the linkage between social media use, customer relationship management (CRM), social customer relationship management (SCRM) and the customer relationship performance (CRP). A framework was constructed using literature review and validated by the regression analysis. The findings show that the social media use and CRM capabilities interact positively to build SCRM capabilities which then have positive impacts on CRP. The linkages differ slightly for business to business (B2B) and business to consumers (B2C) companies. The paper also shares the challenges faced by the businesses in implementing the SCRM.


Customer relationship management Social media Social Customer Relationship Management Customer Relationship Performance India 


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Copyright information

© IFIP International Federation for Information Processing 2016

Authors and Affiliations

  • Ashish K. Rathore
    • 1
  • Sakshi Shioramwar
    • 1
  • P. Vigneswara Ilavarasan
    • 1
    Email author
  1. 1.Indian Institute of Technology DelhiNew DelhiIndia

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