The Impact of CRM and Social Media Technologies on Customer-Orientation Process and Sales Performance

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Author(s): Mahdi Sheykhlar (Islamic Azad University, Iran)and Rozita Shahbaz Keshvari (Islamic Azad University, Iran)
Copyright: 2015
Pages: 18
Source title: Strategic Customer Relationship Management in the Age of Social Media
Source Author(s)/Editor(s): Amir Khanlari (University of Tehran, Iran)
DOI: 10.4018/978-1-4666-8586-4.ch003

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

The purpose of this chapter is studying that technology, such as customer relationship management systems and social media, improves the understanding of how to manage interactions with customers in today's digital era. Iran's auto industry has passed the first states of a new born auto industry (assembling the imported parts) and before the revolution, some of the car factories were upgraded to factories with the ability of design and production of spare parts. In order to examine the research model, data was gathered from survey of car representatives of IRAN. Participants included different levels in sales. Data was collected using an emailed link to an online survey supported by two reminder emails. 843 respondents completed the 130+ item. No significant difference between the data was evidenced. Results show that CRM and social media positively influence customer orientation activities, which in turn positively impact sales performance. Managerial implications are provided regarding the potential power CRM and social media has on sales performance.

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The Impact of CRM and Social Media Technologies on Customer-Orientation Process and Sales Performance

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