The value of social media in CRM : from CRM 1.0 to CRM 2.0

dc.contributor.advisorBernie, Garyen
dc.contributor.authorEl Bernoussi, Marouanen
dc.date.accessioned2012-10-03T13:44:12Z
dc.date.available2012-10-03T13:44:12Z
dc.date.issued2012en
dc.description.abstractPurpose - Through this master’s level thesis, the researcher wants to deeply study CRM and the value of linking social media to it. Specifically, the researcher wants to determine if there is a potential gap between customers’ and companies’ perception of social CRM. Methodology - Through the literature review about information systems, CRM, social media and marketing, the researcher gained considerable knowledge to tackle this topic. The researcher used quantitative and qualitative approach to conduct research. Findings - Social media add value to CRM and improve companies’ businesses. Social CRM will not replace the classical model of CRM. Most importantly, there is a perception gap between customers’ and companies’ perception of social CRM. Limitations - The questionnaire was administered in the Facebook fan page of Bouygues Telecom, which can lead to limitations in terms of sampling representativity. There might be some limitations also in terms of the researcher’s lack of experience in conducting surveys. Practical implications - Outcomes and implications for practice resulting from this dissertation are that businesses wanting to adopt social CRM strategies must develop a real social CRM strategy and not contenting themselves of having a presence on social media. Value of paper - This dissertation will bring value to everyone who wants first to understand what is CRM, it’s underlying principles and criticisms. And secondly having a wide overview and knowledge of linking social media to CRM practices. Author keywords: CRM, social mediaen
dc.identifier.citationEl Bernoussie, M. (2012). The value of social media in CRM : from CRM 1.0 to CRM 2.0. Masters Thesis, Dublin Business School.en
dc.identifier.urihttp://hdl.handle.net/10788/361
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.holderCopyright: the authoren
dc.rights.urihttp://esource.dbs.ie/copyright
dc.subjectCommunicationen
dc.subjectDigital mediaen
dc.subjectMarketingen
dc.titleThe value of social media in CRM : from CRM 1.0 to CRM 2.0en
dc.typeThesisen
dc.type.degreelevelMAen
dc.type.degreenameMA Marketingen
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