A Framework to Predict the Adoption of Social Customer Relationship Management in Small and Medium Enterprises

Saeed Farahani, HamidReza Ahmadifar, Azam Ahmadyan


This research develops a new model for the use of Social Customer Relationship Management in the Iranian Small and Medium Enterprises. Our model is based on Information Process components (Information Capture, Information Use, and Information Sharing), Technology Acceptance Model and several factors from the literature. By developing ten hypotheses, this model investigates how Social Customer Relationship Management can be adopted by the Small and Medium Enterprises for their business purposes. To evaluate the hypotheses and verify the research model, a survey questionnaire was conducted and the data was collected from 100 Iranian Small and Medium Enterprises. We use Partial Least Squares Structural Equation Modeling approach to analysis the data. The results revealed that all of the proposed hypotheses are accepted. The results on the data analysis are discussed and the limitation and the future work are presented. 


Social Customer Relationship Management, Small and Medium Enterprises, Information Process, Partial Least Squares Structural Equation Modeling

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