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Drivkrafter till att använda sig av Social CRM – En kvalitativ forskningsstudie om Social CRMs bakomliggande drivkrafter
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this paper is to create an understanding of how customer engagement, communication / interaction and customer insight are driving forces behind the use of Social CRM from a leadership perspective.

Method: The purpose of the study, we believed it was appropriate to use a qualitative approach to conduct the study. The empirical data were collected through semi-structured interviews. The sample consisted of 10 companies located in the Gävle area who are active on social media. The interviews were coded to obtain keywords and patterns. These patterns and keywords are then analyzed to arrive at the study's results.

Results and contributions: Our results suggest that all the identified benefits, customer engagement, customer insight and communication are driving forces to make use of social CRM. However, they are used to different extents with different purposes. The two main drivers are customer engagement and communication. Customer insight is the driving force that is used least extensively and least consciously. Our investigation has confirmed much of the already existing research in this area but also highlighted that all driving forces do not have the same priority. Our study contributes to a better understanding of the driving forces behind the use of social CRM.

Place, publisher, year, edition, pages
2014. , 58 p.
Keyword [en]
Social CRM, driving forces, customer engagement, customer insight, communication, interaction
Keyword [sv]
Social CRM, drivkrafter, kundengagemang, kundinsikt, kommunikation, interaktion
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-17293Archive number: FE1: 113/2014OAI: oai:DiVA.org:hig-17293DiVA: diva2:734267
Subject / course
Business administration
Educational program
Real estate management
Supervisors
Examiners
Available from: 2014-09-19 Created: 2014-07-15 Last updated: 2014-09-19Bibliographically approved

Open Access in DiVA

Drivkrafter bakom Social CRM(1283 kB)248 downloads
File information
File name FULLTEXT01.pdfFile size 1283 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf