An explanatory study on the impact of social CRM on the organizations’ market orientation
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MBA in Marketing
Dublin Business School
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The purpose of this research is to provide knowledge for academics and industry societies about social media, social CRM and market orientation concepts and to discover how social CRM is affecting organizations’ behaviour. Researcher has identified lack of knowledge on how social CRM is affecting organizations’ behaviour - market orientation. The research involves primary, secondary and tertiary data analyses. Firstly the researcher build knowledge about research methods and stances available to him and inspects social media, social CRM and market orientation concepts, develops hypotheses about possible relationships between concepts. Secondly the researcher develops research tools and conducts primary research and data analyses on organizations that are using social CRM. Results of primary research show that there is a positive relationship between social CRM use and market orientation elements,the relationship between duration of social CRM use and market orientation is not significant and the relationship between number of functions that social CMR is used for and market orientation is not significant. Value of this research is that it provides knowledge about social media, social CRM and market orientation concepts to academics ,industry and societies and that it scientifically assesses and discovers social CRM effect on organization’s behaviour; by analysing these findings managers can easier make decisions whether to implement social CRM; for academics and society it provides knowledge and highlights areas for new researchers.