Ado\c{c}\~ao de Social CRM em Micro e Pequenas Empresas: Uma An\'alise do Mercado Santareno
Online social networks have changed the ways of communication and social interactions, especially in the Customer Relationship Management (CRM). In this sense, a new concept about business strategies involving CRM and social media has aroused, known as Social Customer Relationship Management. Despit...
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| Main Authors: | , , , |
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| Format: | Journal Article |
| Language: | English |
| Published: |
26-11-2018
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| Subjects: | |
| Online Access: | Get full text |
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| Summary: | Online social networks have changed the ways of communication and social
interactions, especially in the Customer Relationship Management (CRM). In this
sense, a new concept about business strategies involving CRM and social media
has aroused, known as Social Customer Relationship Management. Despite to be an
emergent and promising research field, it was perceived that Micro and Small
Enterprises (MSE) have shown few or no process of Social CRM implemented.
Aiming to test this hypothesis, this work conducts a market analysis in
Santar\'em City, located in the Par\'a State, evaluating the adoption of Social
CRM by MSE. The main contribution of this study is related to the understanding
of the dynamics between Social CRM and MSE. As results, the construction of
insights' list of products and solutions suitable for the implementation of
Social CRM by MSE, with the potential to guide research and development
projects in this area. |
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| DOI: | 10.48550/arxiv.1811.11821 |