Social Customer Relationship Management (SCRM) is a new paradigm to manage and engage customers via Social Media and should be treated as a holistic business strategy. Despite convincing reference cases by scholars and practitioners, there is still skepticism and reservation towards SCRM. Scholars are applying the resource-based view and the dynamic capabilities perspective for their exploratory and explanatory research to provide insights backed by these proven theories. This paper examines contemporary research and juxtaposes it to current business needs within a holistic SCRM performance dimension framework. The results are obtained through interactive research. The paper provides new and validated definitions of infrastructure and process components related to SCRM and develops propositions regarding customer-centric resources and capabilities. It further reveals research gaps within the literature regarding SCRM performance measurement and provides suggestions for further research.
Wittkuhn, Nicolas; Lehmkuhl, Tobias; Küpper, Torben; and Jung, Reinhard, "Social CRM Performance Dimensions: A Resource-based View and Dynamic Capabilities Perspective" (2015). BLED 2015 Proceedings. 4.