Full Text 01

Olga Buss
Gabriel Begorgis
The Impact of Social Media as a

Customer Relationship
Management Tool
A B2B Perspective
Business Administration
Master’s Thesis
30 ECTS
Term: Spring 2015

Supervisor: Bo Rundh
Abstract
This study explores the association between the Customer Relationship

Orientation of a company, their Social Media Use through Social Customer
Relationship Management Capabilities, with Customer Relationship Performance
in order to determine if Social Media can be used as an effective Customer
Relationship Management tool in a business-to-business context. In addition, the
research will explain if the company’s expectations conform to the customer’s
experience. Four digital managers within Swedish small and medium sized
enterprises were interviewed and 34 of their corresponding customers took part in
an online survey. The findings indicated due to companies limited Social
Customer Relationship Management Capabilities the positive impact on Customer
Relationship Performance was not achieved through Social Media Use.
Furthermore the online surveys revealed that Social Media is not the most
effective Customer Relationship Management tool, nevertheless a weak
relationship was found and thus Social Media can be used in addition to the
companies’ already established Customer Relationship Management activities.
Future research will focus on increasing the sample size, revisiting the study in a
few years, and why certain intermediaries were significant.
Keywords: Customer Relationship Orientation, CRM, CRM in b2b, Social Media,

Social media in b2b, Social CRM, Social CRM in b2b, Customer Relationship
Performance
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List of Abbreviations
b2b Business-to-business
b2c Business-to-consumer
CRM Customer Relationship Management
CRO Customer Relationship Orientation
CRP Customer Relationship Performance
eWOM Electronic Word-of-Mouth
SCRM Social Customer Relationship Management
SM Social Media
SNS Social Network Sites
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Contents
1. Introduction ..................................................................................................... 5
1.1. Problem Formulation/Research Gap ........................................................ 5
1.2. Research Purpose ...................................................................................... 7
2. Theoretical Background .................................................................................. 8
2.1. Specific characteristics of business-to-business (b2b) ............................. 8
2.2. Social Media ............................................................................................. 8
2.3. Social Media in b2b context ..................................................................... 9
2.4. Customer Relationship Management (CRM) ........................................ 11
2.5. CRM in b2b context ............................................................................... 11
2.6. Social CRM in b2b ................................................................................. 12
2.7. Conceptual Framework........................................................................... 13
2.7.1. Customer Relationship Orientation ................................................. 14
2.7.2. Social Media Use ............................................................................ 15
2.7.3. Social CRM Capabilities ................................................................. 16
2.7.4. Customer Relationship Performance ............................................... 17
3. Method .......................................................................................................... 17
3.1. Research Method Strategy ...................................................................... 17
3.2. Reliability ............................................................................................... 20
3.3. Validity ................................................................................................... 21
4. Empirical Data............................................................................................... 21
4.1. Semi-structured Expert Interviews (Qualitative research approach) 22
4.1.2. Social Media Use ............................................................................ 23
4.1.3. Social CRM Capabilities ................................................................. 26
4.2. Online Surveys (Quantitative research approach) ........... 30
4.2.2. Social Media Use ............................................................................ 30
4.2.3. Social Customer Relationship Management Capabilities ............... 33
5. Discussion and Analysis................................................................................ 37
5.1. Customer Relationship Orientation ........................................................ 37
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5.1.1. Qualitative Research Approach ....................................................... 37
5.1.2. Quantitative Research Approach ..................................................... 38
5.1.3. Combined Research Approaches ..................................................... 39
5.2. Social Media Use .................................................................................... 39
5.3. Social CRM Capabilities......................................................................... 44
5.4. Customer Relationship Performance ...................................................... 48
6. Conclusion ..................................................................................................... 50
7. Limitations ..................................................................................................... 52
8. Managerial Implications and Further Research Suggestions ........................ 53
9. Reference List ................................................................................................ 54
Appendixes ............................................................................................................ 61
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1. Introduction
It’s not a secret that social media (SM) has changed the way individuals
communicate, share information, and create content. Overtime SM has become
more influential which has caused a shift away from passive consumers into active
co-creators and participants. (Mangold and Faulds 2009; Trainor 2012) With the
increasing prevalence of SM as the result of increased diffusion of mobile smart
phones and tablets individuals are spending more and more time on SM (Moore et
al. 2013; Adler 2014). The increasing mobile device market’s diffusion and
fulminant SM adoption trends are expected to continue for the years to come
(Moore et al. 2013).
Companies have reacted to these technological and social changes by
reallocating their budgets away from traditional media to online platforms
(Rosemary et al. 2008; Weinberg and Pehlivan 2011). This is emphasised by 92%
of marketers who indicate that SM is important for their business, which implies
that nearly all marketers place a high value on SM (Stelzner 2014). Companies are
initiating the utilization of SM in order to maintain and enhance lasting customer
relationships, build community based customer support, market through word of
mouth, and for innovation and co-creation (Trainor 2012). Successively
companies integrated SM applications into their existing customer databases as an
improvement of their customer relationship management (CRM) and this progress
of SM adoption has become known as “social” CRM (SCRM). In marketing
SCRM embodies a vast set of activities and tools that are allowed through SM.
(Trainor 2012; Lehmkuhl 2014)
1.1. Problem Formulation/Research Gap
The potential of SM as a marketing, communication and relationship tool

has been recognized by the business-to-consumer (b2c) companies ever since the
inception of online technologies. This in turn resulted in extensive current
academic research focusing on the effectiveness and success stories of SM's
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ability in a b2c context to improve customer relationships and engagement,
increase brand loyalty, awareness, as well as sales. (Reder-Heymann 2011; Moore
et al. 2013) The same benefits can be experienced in a business-to-business (b2b)
context, however there is little empirical research of how to successfully
implement and utilize SM in a b2b context. Swani et al. (2014) claims that b2b
marketers have realized the potential of SM to enhance customer relationships as
well as branding and are following in the footsteps of b2c marketers. This is
clearly seen by the b2b firm’s investments into digital marketing surpassing b2c
firms although b2c companies were faster to adopt these tools (Järvinen et al.
2012). To illustrate the adaptation of SM within b2b, the Chief Marketing Officer
survey showed a 9.6% increase in SM spending in 2012 which clearly represents
the growth in online b2b platforms (Katona and Sarvary 2014).
Due to the specific nature of the b2b context i.e. the relevance of long
term relationships and the power a single customer holds as they can be
responsible for a large portion of revenues, customers represent a critical financial
asset for b2b companies (Homburg et al.2009; Hutt and Speh 2012; Senn et al.
2013). Therefore it is expected that there will be an increase in the importance of
SCRM in a b2b context. Utilizing SM to manage b2b customer relationships can
significantly influence the company’s performance due to applications increasing
customer engagement and the value created from these engagements. (Trainor
2012)
As a result, the slow SM adoption of b2b companies (Järvinen et al. 2012;
Swani et al. 2014) and current tendency to utilize SM for customer relationships in
a b2c context (Reder-Heymann 2011; Moore et al. 2013) intertwined with the fact
that customer relationships are an essential part of business success for a b2b
company (Trainor 2012; Senn et al. 2013), it can be expected that SCRM in a b2b
context will become a relevant topic within academic research. Although
considerable research has been devoted to the individual areas SM or CRM in a
b2b context, rather less attention has been paid to the combination of the two
research areas. Therefore the research gap this study aims to fulfill is to combine
these research fields, CRM and SM in a b2b setting, that existed independently
previously.
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1.2. Research Purpose
Current academic researchers place little attention on the phenomena of

SM for CRM activities in a b2b setting. The available studies tend to concentrate
either on SM in a b2b context (Kho 2008; Järvinen et al. 2012; Schultz et al. 2012;
Katona and Savary 2014; Swani et al. 2014) or CRM in a b2b context (Richard
2008; Lancioni et al. 2009; Rodriguez and Honeycut 2011; Liyakasa 2012; Senn
et al. 2013). Therefore the purpose of this research is to examine how companies
utilize SM as their CRM tool in a b2b context. The distinctive research questions
are utilized, rather than hypothesis, in order to address this study’s mixed methods
research approach. The research questions follow the logical order where the first
question aims to determine how and why companies are using SM in terms of
CRM.
Research Question 1: What impact does social media as a customer

relationship management tool have on b2b customer relationships?
By replying to this research question the authors will gain perspective on how
companies impact their b2b customer relationships through SM activities. This
will provide the company’s perspective.
Secondly, this research will investigate if the intention behind the company’s
perspective is reflected by the customer’s perception and therefore achieved.
Research Question 2: How is social media as a CRM tool perceived by

each party involved, i.e. is there a match between the companies’ expectations
and the customers’ experience?
By acknowledging this research question the authors will gain insight into the
assessment if the company’s expectations conform to reality. This will provide the
customer’s perspective.
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2. Theoretical Background
2.1. Specific characteristics of business-to-business (b2b)
A defining characteristics within b2b context is the high degree of

interaction and the long-term nature of business relationships (Homburg et al.
2009). Additionally, since the number of customers is small and their purchase
volumes are high, a single customer can be responsible for an enormous volume
of a company’s sales (Hutt and Speh 2012). Other characteristics are higher
complexity of b2b products, more time consuming product development
processes, and that large organizations are their customers. Due to the complex
process of making buying-decisions several professional individuals are involved
in evaluating numerous diverse criterias, the buying center. Additionally these
individuals require information based on hard facts regarding the products.
Another characteristic is the derived demand of the products, which means that
the demand for the product itself is derived from demand of the end user.
(Webster 1995; Kotler 1996; Homburg et al. 2009; Hutt and Speh 2012) Based on
these characteristics of the b2b context, business relationships play an essential
role that should be given more attention in research and practice (Woodside and
Baxter 2013).
2.2. Social Media
Although individuals use SM on a daily basis, there is no unified definition

of this term. The most cited definition of SM is from Kaplan and Haenlein (2010,
p. 61) which states
a group of Internet-based applications that build on the ideological and

technological foundations of Web 2.0, and that allow the creation and exchange of
user-generated content.
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Web 2.0 is defined as technologies that allow users to communicate, generate
content and distribute it within communities, virtual worlds, and social networks
more easily than before (Tredinnick 2006: cited in Jussila et al. 2014). The world
wide web is a platform where applications and content are continuously modified
by all users in a collaborative and particular manner (Bemoff and Li 2008). This
leads to electronic word-of-mouth (eWOM) which is defined as:
Any positive or negative statement made by potential, actual, or former customers

about a product or company, which is made available to a multitude of people and
institutions via the Internet (Hennig-Thurau et al. 2004, p. 39: cited in
Kaplan and Haenlein 2010 p. 103).
Lehmkuhl (2014) defines five main categories of SM as social networks,

microblogs, blogs, content sharing community, and collaboration community
which differ from each other based on characteristics such as, focus, degree of self
preservation, major media format, information half-life, connection &
relationship, information & experience, and interaction & collaboration (Appendix
1). Due to the dynamic development of the term SM it is difficult to clearly
categorize the various applications because the barriers between the categories
overlap.
2.3. Social Media in b2b context
Generally, SM is widely utilized by b2c companies rather than b2b

however, few studies have been conducted within the b2b research field. Jussila et
al. (2014) determines in their latest studies the use, functions, potential, and
challenges of SM in a b2b context. B2b companies use SM for external and
internal purposes however the majority of SM was used internally. Jussila et al.
(2014) further argues that in terms of external use of SM with customers the most
popular tool is social networking sites (SNS), discussion forums, and blogs or
microblogs. SNS’s were twice as popular as the next most utilized technologies,
discussion forums and blogs/microblogs. Jussila et al. (2014) states that SM is
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utilized less with partners than with customers, however it is still used at a
moderate level. The article further suggests that the three most active functions in
terms of customer interface are communication, sales support, customer
participation in R&D, employer branding & recruitment, and marketing. From a
partner orientated use of SM, communication & collaboration, project
communication, and network management are three major functions. Based on
these findings Jussila et al. (2014) concludes that the external use of SM has the
highest potential, especially in employee brand & recruitment, communication
with partners & customers, and sales support. When using SM in a b2b context the
following barriers emerge; other projects have higher priority, no appropriate
measurement of SM’s effectiveness, lack of understanding the possibilities, lack
of relevant case studies, and resources (Jussila et al. 2014). Likewise, Michaelidou
et al. (2011) and Weinberg and Pehlivan (2011) discovered similar barriers.
Despite the mentioned barriers, Järvinen et al. (2012) and Swani et al.
(2014) highlight several advantages that are achieved by SM in a b2b context:
heighten customer engagement, increased sales and profitability, increased brand
awareness, loyalty and reputation, foster customer relationships, lead generation,
and customer service. Additionally Kaplan and Haenlein (2010) state that the high
impact and low cost coverage nature of SM’s is a significant advantage. Kho
(2008) further explains that SM allows b2b companies to fester personalized
interaction with stakeholders and vendors that deepen relationships and enhance
corporate credibility. In the long term these aspects impact b2b sales decisions
that can result in higher dollar value and sales. SM facilitates the transaction
process for existing customers which leads to increased sales, whereas new
customer sales can be promoted through the increased traffic to the website which
in turn generates sales leads (Kho 2008). Katona and Sarvary (2014) argue
companies that use SM as a strategic marketing tool considered the derived
demand of their business and use SM to increase brand awareness, establish
companies as tough leaders, humanize b2b companies, and connect with their
stakeholders. Additionally SM can be used by b2b companies in order to optimize
search engine results and increase traffic to their homepages (Järvinen et al. 2012).
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2.4. Customer Relationship Management (CRM)
Based on the academic literature, previous definitions of CRM are

classified as too narrow or broad. Therefore the definition from Frow and Payne
(2009, p.11) will be utilized. They define CRM as:
a cross-functional strategic approach concerned with creating improved

shareholder value through the development of appropriate relationships with key
customers and customer segments. It typically involves identifying appropriate
business and customer strategies, the acquisition and diffusion of customer
knowledge, deciding appropriate segment granularity, managing the co-creation of
customer value, developing integrated channel strategies and the intelligent use of
data and technology solutions to create superior customer experience.
CRM is viewed as a strategic management approach that is concerned with

the use of data and technology, the integration process, various organizational
functions, value co-creation, and the acquisition and diffusion of customer
knowledge (Boulding et al. 2005: cited in Lehmkuhl 2014). To sum up CRM
attempts to establish, maintain, and enhance long term relationships and customer
exchanges i.e. prolong the customer relationship lifecycle (Raab et al. 2008).
2.5. CRM in b2b context
Based on the previous b2b characteristics, CRM is more important in a

b2b context in comparison to b2c due to a smaller customer base, their higher
purchase volume, and long term nature of their relationships (Homburg et al.
2009; Hutt and Speh 2012). The dynamic b2b environment forces organizations to
shift to closer relationships with fewer suppliers. This has transformed companies
to become more customer oriented to create maximum value and reduce the
majority of risk (Liyakasa 2012). In this context Senn et al. (2013) defines three
different customer asset management perspectives. The three perspectives are
sales, relationship, and network that differentiate from each other based on their
depth and scope of customer asset management i.e. value creation and risk
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management. The network perspective contains the highest depth of customer
asset management and widest scope meaning that customer managers then
“define, explore, and create value within the wider supplier-customer ecosystem.”
(Senn et al. 2013, p. 33) Thus, customers must be perceived as essential firm
assets and proactively managed. This perspective provides a company with 4 main
advantages: relationship, economic, knowledge, and leadership. Without this
perspective neither of the parties are able to achieve these symbiotic competitive
advantages. (Senn et al. 2013)
2.6. Social CRM in b2b
Kho (2008) claims that b2b companies pursue many similar objectives as
b2c companies in terms of SCRM. SM for CRM purposes cultivates significant
interactions between the company and its customers. Giving attention and reacting
to customer concerns allow companies to intensify dialog with customers and
resolve customer concerns, which in turn improves customer satisfaction and
enhances their loyalty. In line with that Michaelidou et al. (2011) determined that
fostering customer relationships is a crucial goal for b2b firms using SNS. In this
context, Bodnar and Cohen (2012) provide a shift in perspective away from SM
utilization as a branding tool to a new perspective where SM generates sales leads
and assists customers through the buying cycle. In line with that Schultz et al.
(2012) identified a positive correlation between SM usage and salesperson
outcome performance which implies that SM is a strategically and operationally
useful sales tool. Acknowledging SCRM offers crucial b2b marketplace insights:
where issues such as relationship building, long-term client retention, strategic

partnering, and creating immediate and long-term value have become a important
part of the buyer-seller foundation. (Schultz et al. 2012, p. 186)
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Due to underexplored research of SCRM in a b2b context, the most recent
definition from Lehmkuhl (2014) is utilized. Lehmkuhl (2014, p. 67) defines
SCRM as:
a holistic and cross-functional approach supported by strategies, technologies,

processes, corporate culture and social characteristics. It is designed to involve
customers and other connected web-users in interactions on organizations’
managed Social Media profiles and platforms as a means of providing mutually
beneficial value.
2.7. Conceptual Framework
Based on prior research and drawing theoretical support from Trainor et

al.’s (2014) model of integrative IT business value (Appendix 2) combined with
Harrigan et al.’s (2014) CRM model in SM age (Appendix 3), this study’s
conceptual model is depicted in Figure 1.
Figure 1: The study’s conceptual model based on Trainor et al. 2014 and Harrigan et al. 2014
Two central aspects of Trainor et al.’s (2014) and Harringon et al.’s (2014)
models are applied here. Firstly, Trainor et al. (2014) determined a positive
relationship between SM technology use and customer relationship performance
(CRP) intermediated through social CRM capabilities. Secondly, Harrigan et al.
(2014) identified a positive correlation between customer relationship orientation
(CRO) of a company and its SM use. Some adaptations were required to represent
the role of SM in CRM which is presented in Figure 1. Both aspects have been
integrated in one unified model. It is shown that the degree of CRO will correlate
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positively with SM use which in turn will result in higher CRP via SCRM
capabilities. Further the research will compare two perspectives, the company’s
and customer’s perspective, that are each based on the conceptual model.
Both studies from Harrigan et al. (2014) and Trainor et al. (2014) utilized
b2b and b2c companies in their samples, which indicates that their models are not
derived solely from a b2b context. Nevertheless drawing conclusions from Trainor
et al.’s (2014) post hoc analysis, b2b and b2c companies have the same effects
with slight differences in terms of SM use and CRM. This slight difference stems
from the relationship between customer-centric management systems and SCRM
capabilities (Appendix 2) is significant within a b2b context but not within b2c.
This can be seen as a reason that the b2b context is more customer oriented. In
terms of Harrigan et al.’s (2014) study it is self-evident that the same relationship
between company’s SM use and CRO can be expected for b2b companies only,
since Swani et al. (2014) states b2b marketers can use SM in the same way and
retain the same benefits as b2c. This led the authors to the assumption that the
framework can be utilized in a b2b context. Further, each dimension of the model
will be explained.
2.7.1. Customer Relationship Orientation
CRO and market orientation are heavily intertwined, thus it is crucial to

understand market orientation first (Harrigan et al. 2014). According to Deng and
Dart (1994: cited in Richard 2008) market orientation is defined as:
The generation of appropriate market intelligence pertaining to current and

future customer needs, and the relative abilities of competitive entities to satisfy
these needs; the integration and dissemination of such intelligence across
departments; and the coordinated design and execution of the organization’s
strategic response to market opportunities. (Deng and Dart 1994, p. 726:
cited in Richard 2008).
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Stemming from the market orientation implication, CRO is an approach in
which companies focus on customer retention, loyalty, and mutually beneficial
relationships throughout all business activities. Furthermore CRO is connected to
the relationship marketing principle that implies a competitive advantage can be
obtained and sustained through customer’s needs satisfaction by developing
continuous mutually beneficial exchange relationships. (Harrigan et al. 2014)
This research will address CRO based on the measurements provided by
Jayachandran et al. (2005) in order to construct semi-structured interviews and
online surveys.
2.7.2. Social Media Use
Referring to the definition of SM stated in the previous chapter 2.4.2 and

Lehmkuhl’s (2014) five SM classification, each category enables seven functional
building blocks (presence, relationships, reputation, groups, conversations,
sharing, and identity), however only four are notably important in a CRM setting:
conversation, sharing, groups, and relationships (Kietzmann et al. 2011; Trainor et
al. 2014). These four functional building blocks are therefore the focus of this
research.
Conversation is defined by Trainor et al. (2014) as applications that
expedites a company’s dialog with and between their customers and captures the
data from these conversations.
Sharing is comparable to the idea of information reciprocity, whereby
customers interacting and sharing information is encouraged through various
activities and processes. This has led to a positive effect on a firm’s ability to
manage relationships. Sharing specifically refers to SM tools that leverage how
users exchange, distribute, and receive digital content. (Jayachandran et al. 2005;
Kietzmann et al. 2011; Trainor et al. 2014)
Groups represent a set of technological means that assist in the evolution
of online user communities and sub-communities that are focused on specific
topics, brands, or products (Kietzmann et al. 2011; Trainor et al. 2014).
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Relationships depict a set of technologies that allows organizations and
customers to create networks of associations with various users and organizations
utilize this information retrieved from these networks (Trainor et al. 2014).
SM use provides companies with unique access to valuable information
directly related to their customers such as, their requirements, complaints, and
experiences. Furthermore advanced knowledge can be gathered through
customer’s network interactions with online support communities and distributed
throughout an organization in order to serve and support customers. (Trainor
2012)
This research will address SM use based on the measurements provided by
Jayachandran et al. (2005) in order to construct semi-structured interviews and
online surveys.
2.7.3. Social CRM Capabilities
In general capabilities are identified as a company’s replicable patterns of

core business routines and competences that effectively fulfill different business
activities (Woojun et al. 2010). The first definition of SCRM capabilities is
provided by Trainor (2012) as:
the integration of traditional customer-facing activities, including processes,

systems, and technologies with emergent social media applications to engage
customers in collaborative conversations and enhance customer relationships
(Trainor 2012, p. 321).
Later Trainor et al. (2014) defines SCRM capabilities based on the studies of
Jayachandran et al. (2005) as a company’s competences in developing,
incorporating, and responding to information gathered from customer interactions
that are expedited through the use of SM. Therefore, SCRM capabilities can be
divided into three dimensions: information generation, information dissemination,
and responsiveness (Trainor et al. 2014). Further, Trainor et al. (2014) found that
companies with high SM technology use in combination with customer-centric
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management systems developed greater SCRM capabilities than their opponents
with low SM technology use. Thus it is self-evident that SCRM capabilities will
intermediate the relationship between SM use and CRP.
This research will address SCRM capabilities based on the measurements
provided by Srinivasan and Moorman (2005) in order to construct semi-structured
interviews and online surveys.
2.7.4. Customer Relationship Performance
CRP is the result of successfully implemented CRM which leads to

increased value and profits for both the organization and their customers. The
benefits of CRM determined by Harrigan et al. (2011) are: increased efficiency
and effectiveness of marketing, improved customer service and support, enhanced
competitiveness, increased market awareness and customer loyalty, reduced
costs, and increased profitability. In this study CRP is defined as the degree of
customer loyalty (Webb et al. 2000; Matear et al. 2002; Sanzo et al. 2003),
retention (Croteau and Li 2003; Kim et al. 2004), and satisfaction (Webster 2000;
Farrell and Oczkowski 2002; Stefanou et al. 2003; Verhoef 2003).
This research will address CRP based on the measurements provided by
Rapp et al. (2010) and Jayachandran et al. (2005) in order to construct semi-
structured interviews and online surveys.
3. Method
3.1. Research Method Strategy
The applied research strategy to this masters thesis was a mixed methods
approach. The authors utilized both qualitative (semi-structured expert interviews)
and quantitative (online survey) methods to address the questions at different
levels and gain insight into different aspects of the phenomenon, namely the
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customer’s and company’s perspective of SM. Thus to explore and better
understand how companies utilize SM as a CRM tool, an exploratory research
strategy was applied. Subsequently to explain the relationship between SM as a
CRM tool and the customer’s perspective, an explanatory approach was applied.
The authors focused on small and medium sized b2b companies (SME)
that are diverse in terms of their operating fields and extent of SM use since SMEs
within a b2b context are a substantial driver of economic growth and represent the
plurality of industrial businesses (LaPlaca 2011: cited in Michaelidou et al. 2011).
The list of registered companies from the Chamber of Commerce in Värmland and
Göteborg was utilized to narrow down the selection of companies who
successfully use SM. Initially 133 companies were contacted, 100 of them within
the Värmland region and 33 from other regions within Sweden. 25 companies
replied with some kind of response and 6 of them showed interest in cooperating
in this study. After further discussions collaboration with 5 companies was
established, however during the research process one company was not able to
provide sufficient information for the research. This resulted in a collaboration
with 4 companies. Within each of these selected firms, one semi-structured expert
interview was conduced. Each company is labeled as Company A, B, C, or D to
ensure the privacy of the companies and the research participants.
First of all the authors created a terminology document based on the
available common definitions from the reviewed literature to ensure that the
interviewees understand the meaning of the crucial terms. Since the existing study
is focusing on the specific topic, namely the use of SM as a CRM tool in b2b
context, the authors deemed semi-structured interviews the optimal research
method. By utilizing semi-structured interviews, the process was more flexible
and the interviewee was encouraged to give insight into their own perspectives.
This resulted in rich and detailed responses from the interviewees. The semi-
structured interviews were conducted with the company’s digital manager or
another individual who is responsible for SM to gather qualitative data. These
individuals possess expert knowledge that is valuable for this research. The
authors intended to compare the results of the interviews and through a semi-
structured interviewing style a certain degree of comparability was set. Secondly,
a guide for the semi-structured interviews was developed following the format of
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the conceptual framework. The interview guide is presented in Appendix 4. It is
divided in 4 sections, CRO, SM use, SCRM capabilities, and CRP. While
developing the interview guide the authors avoided direct questions and focused
on how, what, and to what extent questions in order to receive extensive
responses. Thirdly, the terminology along with the interview guide was provided
to the interviewee at least one week prior to the interview. This ensures that the
interviewee has the opportunity to think thoroughly about their responses and
reduce misunderstandings. All interviews were both audio and video recorded
except for one where the interviewee expressed discomfort with video recording.
The final step in the interview process was to provide the interviewee with the
final transcripts of the interview recordings to review and adjust if necessary.
After the data from the expert interviews was collected and evaluated,
online surveys were created based on this information. The authors utilized the
software package GoogleForms for the online surveys as it provided low costs,
fast responses, attractive format, nearly unrestricted geographical coverage, and
no unanswered questions. Moreover the authors imply that due to the web based
nature of SM, online surveys are the adequate method since the research target
group are the companies’ customers who are active online. In order to receive an
adequate sum of responses the online survey was distributed through two means.
For Company B and D, the interviewee functioned as the distribution medium as
they contacted their customers on the research’s behalf with a link to the survey.
This resulted in 15 responses out of 85 from Company B (58.8%). However, for
Company D, only 3 responses out of 10 were collected due to their limited
customer base as they are a new startup company (30%). As for Company A and
C, contact with their customers was established by the researchers. The
researchers utilized referenced cases from Company A’s web page to phone call
the referenced companies in order to ensure the correct contact person which was
followed by an email containing the survey link. The direct phone calls resulted in
the high response rate of 10 out of 17 from Company A’s customers (58.8%).
Company C assisted the researchers in contacting their customers through
providing direct email addresses as well as directly contacting customers
themselves. 6 responses out of 26 were received from Company C’s customers
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(23.1%). In total 34 responses were gathered resulting in an overall response rate
of 24.6%.
The online survey consisted of 18 questions and 1 text field for additional
comments. The first two questions ensured that the respondents understood the
research purpose properly and identified the company they had worked with. The
survey was divided into 4 sections that followed the theoretical framework. The
first section, Customer Relationship Orientation, consisted of 2 questions based on
the 10 point Likert scale where 1 is strongly disagree and 10 is strongly agree. The
full scale and online survey are displayed in Appendix 5. By utilizing this scale
the authors removed the neutral value option to create forced choice. The second
section, Social Media Use, consisted of 5 closed-end questions. The third section,
SCRM Capabilities, contains 5 previously described Likert scale questions.
Finally, the fourth section, Customer Relationship Performance, included 4 Likert
scale questions in regards to customer loyalty, retention, and satisfaction.
3.2. Reliability
The reliability tool consists of two forms: equivalence and consistency.

Equivalence is ensured through recording devices such as a camera and
microphone to allow the retrieved data to be reviewed at any point and provide
both observers with an equivalent event. Furthermore providing the interviewee
with an interview guide in advance and a transcript of their responses afterwards
insures a high level of equivalence and increases the reliability of the research.
Due to the flexible nature of qualitative data the interviewee’s responses to the
semi-structured interview will vary since it is subject to their interpretation.
Consistency and a certain degree of comparability is therefore addressed by
providing the same interview guide to each interviewee.
Regarding the reliability of the quantitative research the Cronbach’s Alpha
statistic was utilized to determine the internal consistency of the Likert scales.
Each test resulted in a high level of reliability: CRO α= 0.807 , SCRM
Capabilities α= 0.892, and CRP α= 0.811 (Appendix 6). The Cronbach’s Alpha
values are above 0.8 indicating a high level of reliability.
20
3.3. Validity
In this research triangulation was utilized in order to verify that the

retrieved information in the interviews was valid compared to publically
accessible information. This process of cross-checking information resulted in
greater confidence of findings. In addition, thorough selection of interviewees
based on their activity, responsibility, and knowledge of the company’s SM was
conducted. This allowed for each individual to provide the research with rich
information as they are deeply involved with the SM process on a daily basis, thus
ensuring high levels of validity. As mentioned previously, providing a final
transcript of the interview recordings to the interviewee allows for adjustments if
necessary in order to verify that the information gathered is correct. Thus reducing
the risk of data misinterpretations and ensuring the data is valid and reflects each
company’s statements.
In order to ensure validity of the quantitative data the minimum statistical
significance level for the reported data is set at p<0.05 and for a high significance
level at p<0.01.
4. Empirical Data
The empirical data is displayed in accordance to the conceptual model

where the responses from the companies and customers are divided into each
dimension of the model. The qualitative research approach is displayed first,
followed by the quantitative.
In terms of the Companies’ demographics, Company A is an international

business and IT consulting company that offers expertise in leading business
systems with over 500 employees. Company B is an organization that operates on
behalf of their partners in regards to innovation and development within forest
bioeconomy. Further services include recruitment, internationalization, promotion,
and event organization. Company C is an human resources, leadership, and
21
personality consultant with 12 employees and a large service portfolio within
personality and role development tests. Company D is a startup company that
consists of 4 members who develop IT, software, and marketing services for an
affordable price.
4.1. Semi-structured Expert Interviews

(Qualitative research approach)
The interviewee from Company A premised that their organization is in

the early stages of transforming to a company with a digital marketing and content
driven communication strategy. Due to the dynamic nature of Company A’s
business and the fact that many of their projects span over several years, retaining
customers was explained as having higher priority over finding new customers.
Their strategy is focused around ensuring a stable customer base and expanding
from there. Employees in Company A are encouraged to focus on customer
relationship not only by upper management it is also clearly stated in their job
descriptions. A focal point is the employee’s engagement and attitude towards
CRM and usage of SM for CRM in order to adapt the way they interact and
sustain customer relationships. These customer relationships are crucial and seen
as valuable assets where a continuous dialog is upheld that leads to co-created
value for each party and positive eWOM opportunities that will spill over into the
customer’s partners.
Throughout the interview with Company B, the interviewee emphasized
their member driven orientation and that they operate on behalf of their partners,
therefore retaining them is crucial to their business. In order to maintain these
relationships Company B holds regular internal meetings to encourage employees
to focus on customer relationships. Each member company is assigned to an
employee within Company B who is responsible for continuous discussion of
strategies and feedback collection. These customers are considered as valuable
22
assets since the organization is member owned and therefore all of Company B’s
business stems from their members. Moreover, the upper management embodies
a clear role model, are the initiators of annual meetings, and emphasize the focus
on CRM reporting in order to maintain relationships.
Company C places a high priority on maintaining long-term relationships
and customers were described as valuable assets due to their financial impact and
eWOM. The upper level manager was characterized as a service minded
individual who inspires employees to maintain and improve customer
relationships. Even though the method is not clearly communicated, through the
role model provided by the upper manager, each employee is free to build
customer relationships instinctively. Dialog and communication were presented as
an important means to strengthen customer relationships, which is a vital part for
Company C’s business core.
Company D indicated that retaining customers was not highest priority for
their company due to their startup nature. The company’s main goal is to attain
new customers through active use of their personal network in Värmland and
China. Working on a project basis resulted in short term projects without any long
term customer relationships. The interviewee emphasized that the company’s most
valuable asset is themselves and their reputation. Due to the small size of the
startup company, their board members embody their entire workforce and upper
management simultaneously, therefore there was no CRO enforced by the upper
management. Concluding, their top priority was to promote themselves rather than
the company’s services.
Company A places a priority on three main SMs, Twitter, LinkedIn, and

Yammer. Yammer is a private enterprise social network developed by microsoft
that enables employees to cooperate across locations, departments, and business
apps. Twitter was highlighted as the SM with the most potential for Company A
and its key aspects are finding and commenting on important business issues.
Furthermore the groups and communities within Twitter were indicated as crucial
23
factors for the e-commerce section of their business as the fast pace nature of this
market requires more professional focused discussions rather than a SNS that
focuses on a private personality outlet e.g. Facebook. LinkedIn is perceived by the
interviewee as a little too professional however, in combination with their CRM
systems it works as an excellent search-, recruitment-, and promotion tool.
LinkedIn was also described as a tool with a simple design that is used to increase
and build a stronger customer base network and allow them to connect with the
company. Building dialogs and creating interactions through high quality content
is what Company A aims to achieve. This strategic focus on high quality content
generates dynamic discussions and promote themselves which in turn will create
value for customers and contribute value to their products. Company A’s ideal
case is using SM to build networks and address customers in a more personalized
way will generate advanced customer information.
Company B utilizes Facebook, Youtube, Vimeo, LinkedIn, and Twitter.
The interviewee described the high importance of Facebook for quick
communication and publishing useful information from their homepage. Further
the importance of Facebook was motivated through enabling the firms to negotiate
with customers and obtain a closer relationship with individuals on a personal
basis through emotions and softer communication values. Twitter was highlighted
as an important tool for businesses, however the interviewee characterized Twitter
as too short and straight to the point to create any kind of emotional content.
LinkedIn is considered as a potentially powerful business communication tool
with benefits such as targeting and identifying niche groups and competent
individuals. Despite these benefits, Company B has only reserved their name on
LinkedIn, but their presence is underdeveloped and they are creating strategies in
order to harness its potential. The two video platforms they utilize, YouTube and
Vimeo, serve as embedding tools for content on their website. Due to the time
consuming process of updating content on various channels, the interviewee
highlighted that the focus is on the content they produce on their webpage and
various SM channels support this content. The interview concluded that the most
important channel is their homepage and therefore receives the majority of
attention. In terms of interactive communication, the interviewee highlighted that
their content is not focused around creating dialogs. SM for Company B is utilized
24
for information announcements and to some extent CRM, however the
interviewee emphasized the struggle to find followers and understand who their
followers are. Finally the interviewee displayed his preference of using emails for
customer communication and that SM is not used for the majority of customer
communication or acquisition.
Company C utilizes Facebook, LinkedIn, and Twitter, whereas they place
the highest priority on their Facebook activities and the lowest priority on Twitter.
The interviewee sees the benefits of SM in its free of costs, few limits, and wide
audience. Placing the highest priority on Facebook was justified due to its work
and private life function which is inline with today's lifestyle where work and
private life are blurred together. LinkedIn was highlighted as another important
SM for Company C due to its high level of business orientation, however it is less
utilized than Facebook due to the interviewee’s inexperience and current
capabilities with this SNS. Twitter with the lowest priority has been labeled as an
outdated tool, not widely used, and limited in its functions. Despite that, the
interviewee emphasised the redundancy of Twitter by stating that all activities on
this SM are directly connected to any Facebook activities. Furthermore the
interviewee signified the importance of face to face interactions and less public
communication channels, such as email, based on the sensitive nature of the
information. Finally it was depicted that their SMs are platforms of information
for current and potential customers to get to know their business philosophy and
activities rather than emotionalize their products.
Company D utilizes Facebook, Twitter, LinkedIn, Instagram, Renren
(Chinese version of Facebook), and Spotify. Facebook is classified as the most
utilized SM by Company D. The interviewee explained that it is the most valuable
tool to promote their brand (themselves), to maintain “fresh”, and propagandize
their innovativeness. An additional reason behind Company D’s Facebook use is
the ability to maintain and strengthen their international and domestic network.
Renren is utilized by the Chinese business partner in a similar fashion. LinkedIn
was primarily used as a CV and in order to reserve the Company’s name. In terms
of enabling interactive communications, Company D does not engage their
customers in dialogs through SMs. A reason is the age gap between the
Company’s managers and their potential customers so face to face interactions are
25
more focused on. Company D utilizes SM tools to enable CRM such as sharing,
posting, and like functions in order to distribute useful information and increase
their SM exposure. To summarize, the interviewee revealed they have no clear
digital marketing strategy, however their primary SM goal is to maintain their
network and obtain new projects through this network.
4.1.3. Social CRM Capabilities
In terms of the generation dimension, Company A highlights that market

research, product preferences research, and detecting industry shifts through SM is
a commonly used tool within the marketing department. The interviewee stated
that the barrier to SM use stems from limited knowledge of employees which
leads to hesitation when adopting SM as CRM tools. In this context, their current
strategy is to eliminate this barrier through employee education and training.
Besides that, Company A acknowledged from a corporate perspective the
importance of defining their audience and target group as well as generating
usable content, which in turn creates true value for both parties. From an
operational perspective, Company A has recognized a greater benefit when
employees focus on customer relevant branches on SM rather than the actions of
competitors. However, from a marketing perspective it is important to reply and
create dialogs around competitors announcements to exchange information that is
relevant to the business. Regarding the dissemination dimension of SM, Company
A has a clear strategy to develop internal communication channels for easy
exchange and distribution of relevant information that enables them to generate
the higher quality content they aim for. By increasing SM use within each
department of the company and improved communication channels between the
departments the company will be able to identify trends and adjust their marketing
and IT strategy accordingly. For this they utilize Yammer and weekly newsletters.
In terms of the responsiveness dimension, the focus of SM is to maintain
relationships rather than a service support tool. SM is used to adapt marketing
strategies and respond to competitors actions which will be achieved through the
change in corporate culture that is currently in progress.
26
Company B does not utilize SM for any aspect of the generation
dimension. Several issues were named concerning information generation. The
first issue is the concern of publishing sensitive information on a public platform.
Secondly is the issue of identifying who their followers are and who they are
gathering information from. The final issue is that through connections and
relationships to education institutions and researchers, the upper management is
able to detect shifts in the industry before any relevant information on SM can be
gathered. However, the interviewee described that they are able to gather
information specifically from their member companies by utilizing internal
channels. Due to the valueless information provided through SM, the small
sample, and not knowing who their followers are, the interviewee did not see the
potential for the generation dimension through SM. The interviewee stated due to
other projects having a higher priority and the emphasis that face to face
interactions are the most powerful tool when it comes to information generation,
SM is not utilized. In this context the dissemination dimension becomes redundant
as Company B does not actively gather or utilize information through SM.
Similarly, the responsiveness dimension is also redundant for the same reasons.
In terms of the generation dimension, Company C conducts market
research by focusing on competitors SM and website activities. Concerning
product preference information, the interviewee highlighted that their focus was
on promoting services and generating traffic. Company C is currently in the
process of developing and adapting their strategy around increasing their follower
base on the SMs rather than gaining information from them. In terms of detecting
shifts within the industry, Company C utilizes SM to search for information
regarding the industry and track the activities of their competitors in order to draw
conclusions of the service demand. In regards to the dissemination dimension,
Company C holds regular scheduled meetings where the information is distributed
to each member of the company, however, internal communication is simple due
to their small size as spontaneous meetings can be held whenever necessary. With
respect to the responsiveness dimension, due to the small size of their company it
is easy to discuss any new information and react accordingly. Based on the
sensitive characteristics of their business services, customer complaints, problems,
and needs are not discussed over public platforms but are moved to private
27
platforms after an initial interaction through SM is made. The responsiveness is
limited to a rating system that is built into the SMs. Their responsiveness to
competitors activities is to utilize them as inspirations to which they optimize their
own activities without directly imitating them. To summarize Company C
acknowledged their limited capabilities and are willing to improve upon this.
In terms of the generation dimension, Company D stated that market
research was done in order to gain information on potential new partners or
employees and expressed its invaluableness when it comes to personal
information on individuals. The interviewee further explained that product
preferences were not gathered through SM as transparency in regards to their
business area is not possible. Further the interviewee illustrated that SM is a useful
information gathering tool in regards to individuals. Due to their project’s short
lifespan they do not detect shifts in the industry. When discussing the
dissemination dimension, the interviewee highlighted their internal use of SM
direct messaging in order to share information about market trends, customer’s
needs, and business related topics. With respect to the responsiveness dimension,
the interviewee indicated negative comments and complaints were simply
removed to maintain a professional business environment. Additionally, no
customer complaints, problems, changes in needs, or product preferences are
addressed through SM. Company D tracks their competitors activities and major
projects but does not actively respond to them.
Company A express an increase in customer satisfaction, retention, and

loyalty through performance measures such as an increase in their webpage
traffic, more followers on LinkedIn, and improved customer engagement. The
interviewee implies that sharing valuable information to their customers will lead
to a higher customer retention and an improvement in customer loyalty. They
intend to measure the success of their SM strategy by using built in tools, e.g.
likes, retweets, comments, and shares. Despite this, the interviewee identified a
28
barrier in measuring the success of their SM content as a balance between the
quantifiable traffic for a post and the impact it has on clients.
Company B claims that due to their lack of knowledge regarding their
follower base they are not able to measure satisfaction through their SM activity
accurately. The interviewee expressed doubts regarding the positive impact SM
has on retaining customers. For this reason Company B places a higher priority on
their webpage as it has a higher impact on customer retention since the
information trail leads more to their webpage than SM. From the perspective of
Company B’s business operations, the interviewee stated that loyalty was inherit
as they have no direct competitors. Overall, the interviewee indicated that SM has
little or no influence on CRP, therefore the main focus is on their webpage.
Company C signifies that customer satisfaction is realized through face to
face dialogues with customers or potential candidates rather than communicating
through SM. Furthermore, the interviewee expressed uncertainty to whether or not
SM activities have resulted in higher customer retention, however it has at least
further developed their network. In terms of increasing customer loyalty, the
interviewee emphasized the importance of the product’s or service’s quality over
the SM activities. In regards to new customer acquisition, Company C currently
utilize more traditional and personalized methods through direct mail.
The interviewee from Company D implied that SM is an important
contributor to customer satisfaction, retention and loyalty. In this context, the
interviewee clarified that the success of their firm is heavily based on the firm’s
reputation and SM is perceived as the key to the organization’s reputation building
and business network development. Moreover, the interviewee implies a positive
correlation between SM use and customer loyalty. To sum up, it was indicated
that SM is the main marketing research and promotion platform since SM is
integrated in the everyday life of the majority.
29
4.2. Online Surveys
(Quantitative research approach)
In general the option “agree”, based on Likert scale, received the most
responses in terms of the company’s priority on retaining customers (Appendix 7).
14 respondents (41.2%) agreed that the company they worked with places a high
priority on retaining customers. This pattern is in line with each company’s
respondents. Furthermore, it is shown that customers perceived that they are
valuable assets for the company they work with. This is supported by the fact that
79.4% of responses are placed on the positive options of the Likert scale, where
“agree” is the mode (Appendix 8). In addition, all the companies customer’s
responded inline with the total trend. To sum up, each company was perceived as
customer orientated by their customers.
Concerning the customer’s SM use, the most popular SMs selected by

customers are LinkedIn which is closely followed by Facebook. With a large
margin of 13 responses, Facebook is followed by YouTube and after that Twitter
(Appendix 9). One participant indicated that no SM is used at all and is considered
as an outlier. Similar trends are observed within each specific company’s
responses. In terms of the customers’ knowledge regarding which SM are utilized
by the company, Facebook and LinkedIn received an equal amount of responses
and are hereby the most popular options. However, it is crucial to note that 11
respondents (20.4%) had no knowledge regarding which SM was utilized by the
company (Appendix 10). In this context, it was asked if the customers follow the
Company on SM, 15 respondents (44.1%) stated they do follow and the majority
do not (Appendix 11). From the 15 who responded that they followed the
company on SM, consistent with the previous responses, Facebook and LinkedIn
30
were the favored SM followed by Company Blogs and Twitter (Appendix 12).
Furthermore, 30 respondents (88.2%) indicated they do not use SM to interact or
share information with the company they worked with (Appendix 13). Finally, the
customers were asked to select the most valuable functions of SM. 23 selections
(67.6%) were towards professional network presence, e.g. LinkedIn, and 13
(38.2%) towards social network presence, e.g. Facebook. While these two were
the most popular selections, the least popular was online
conferencing/broadcasting, e.g. Webinar (Appendix 14).
The Pearson’s chi-squared test is used to reveal a relationship between two
ordinal or nominal variables i.e. categorical data (Lund Research Ltd 2013b). The
chi-squared test statistic can be converted into one of several measures of
association, including the Phi Coefficient, the Contingency Coefficient, and
Cramer's V (Vogt 2005). Applying the Phi Coefficient and Cramer’s V test to
discover the strength of the relationship between the CRO and SM Use variables,
the outcome displayed only few associations between the variables are statistically
relevant. These variables with their statistical significance level and Phi value are
shown below in table 1. This finding indicates that there is a statistical significant
relationship between the variable CRO: customers are valuable assets and the
variables SM Use: FB used by customer; YouTube used by company; Twitter has
been specified as followed and News/Live feed function.
31
Table 1: Customer Relationship Orientation and Social Media Use: Pearson’s Chi-Squared,
Phi Coefficient, and Cramer’s V Tests
32
4.2.3. Social Customer Relationship Management Capabilities
Within the dimensions of SCRM capabilties, similar response trends were

found. Each question concerning SM use for market research, gather information
regarding product preferences, changes in needs, detecting shifts in the industry,
and addressing customer complaints or problems received the majority of
responses on the lower side of the Likert scale. Most participants placed their
response on the negative options, 23 responses (67.7%) when asked if companies
utilize SM to conduct market research (Appendix 15). In terms of the customer
discerning if the company they work with gathers information regarding product
preferences or changes in needs by using SM, 24 respondents (70.5%) selected
negative options (Appendix 16). Furthermore, 25 (73.4%) negative options were
selected when asked if the customers perceive the company they work with as
utilizing SM to detect shifts in the industry (Appendix 17). Finally, in regards to
addressing customer problems or complaints through SM, 28 respondents (82.3%)
selected negative options (Appendix 18). Similar findings are found within each
company's responses other than Company D whose responses were more on the
positive side which is the result of a small N. When the customers were asked if
their corresponding company should use SM for the above mentioned SCRM
capabilities, 19 respondents (52.7%) agreed in some manner and the mode was the
option “agree”. The data was also evenly dispersed around the options (Appendix
19).
In order to determine whether there is a relationship between CRO and
SCRM capabilities through SM use, the CRO and SCRM capabilities variables
were grouped into one dimension, i.e. factor analysis. The communalities displays
the degree of variance that is accounted by the extracted factors and the
component matrix shows the value to which the factor contributes to the variable,
i.e. the higher the value the higher the contribution to the variable. All values
displayed in Appendix 20 and 21 are above 0.7 which indicates that the variables
from the data set CRO and SCRM Capabilities can be grouped in one dimension
each as they have a significant contribution to this variable. Furthermore based on
the preliminary conducted expert interviews and the descriptive statistics of the
33
online survey, the most popular SM, namely Facebook, Twitter, LinkedIn,
YouTube, and Company Blogs along with the Valuable Functions of SM will be
examined in terms of their intermediate role between CRO and SCRM
Capabilities. In order to determine the previously discussed associations the test of
univariate analysis of variances (ANOVA) was run. The ANCOVA (analysis of
covariance) is an extension of the one-way ANOVA to incorporate a "covariate"
in between one dependant variable and one independent variable. It is utilized to
determine whether there are any significant differences between the means of two
or more independent (unrelated) groups (specifically, the adjusted means). (Lund
Research Ltd. 2013a) Only a few statistically significant relationships between
CRO and SCRM capabilities through SM use were determined and are shown in
table 2 below.
34
Table 2: Customer Relationship Orientation → Social Media Use → SCRM Capabilities:
Univariate Analysis of Covariance
Twitter used by Company, YouTube used by Customer, Video

hosting/sharing/storage as a valuable function all serve as intermediaries for the
association between CRO and SCRM capabilities. No other significant
relationships were found. Additionally the Kruskal Wallis test was used to
determine if there is a direct relationship between SM use and SCRM capabilities
35
without considering the role of customer orientation. The test is a nonparametric
distribution test to determine statistical differences between two or more groups
on an ordinal or continuous dependant variables and is an alternative to ANOVA,
however as a nonparametric test it is not as powerful as ANOVA. (Vogt 2005;
Lund Research Ltd 2013c) This test was mostly used as a cross check between
single variables to identify which SCRM capability is significant, these results are
shown in Appendix 22. The Kruskal Wallis results displayed the same
associations as the ANCOVA analysis and three additional statistically significant
relationships were uncovered, namely, photo sharing/storage, news/live feeds, and
social analytics as valuable functions.
A positive trend was found within the CRP category. Each question
concerning customer loyalty, retention, and satisfaction received the majority of
responses on the positive side of the Likert scale. When asked if the customers
work with the company over a long period of time 25 responses (73.5%) were
positive (Appendix 23). In regards to staying with the company once conducting
business, 21 customers (61.7%) agreed in some manner (Appendix 24). 22
customers (64.7%) implied that they are loyal to the company they work with
(Appendix 25). Finally, 27 respondents (79.4%) confirmed in some way that they
are satisfied with the company they work with (Appendix 26).
Factor analysis has been utilized to group the CRP in one dimension
(Appendix 27). Despite the communalities values not exceeding 0.5, the
component matrix displays all values above 0.65, thus the authors adopted a
simplified perspective utilizing factor analysis. A Spearman rank-order correlation
(rs) was utilized to determine the relationship between the SCRM capabilities and
CRP dimensions.
The Spearman rank-order correlation coefficient is a nonparametric measure of the

strength and direction of association that exists between two variables measured
on at least an ordinal scale (Lund Research Ltd 2013d).
36
There was a moderate positive correlation between these two dimensions which
was highly statistically significant (rs = 0.449, p = 0.008) that is displayed in table
3 below. rs was utilized as the primary indicator for significant relationships and
was cross checked with Pearson’s R and Gamma (Appendix 28 and 29). Similar
results were confirmed through the Pearson’s R and Gamma tests.
Table 3: Social CRM Capabilities and Customer Relationship Performance: Spearman’s

Correlation Test
5. Discussion and Analysis
The discussion and analysis chapter follows the structure of the

conceptual model. Each dimension is displayed where the qualitative research
approach, followed by the quantitative research approach, and finally the two
approaches combined are discussed.
5.1. Customer Relationship Orientation
5.1.1. Qualitative Research Approach
According to the interviewees, all four companies perceive themselves as

customer relationship oriented which helps them to achieve a competitive
advantage, mutually beneficial relationships, and co-create value (Liyakasa 2012;
37
Senn et al. 2013; Harrigan et al. 2014; Katona and Sarvary 2014). The interviews
revealed that Company A, B, and C placed the highest priority on retaining
customers and increasing their loyalty through sustained communication efforts
and satisfying their customer’s needs, typical of b2b companies (Järvinen et al.
2012; Harrigan et al. 2014). These participants stated that customer relationships
are valuable assets to their firms which is clearly emphasized by the upper
management. By perceiving their customers as valuable assets the companies
imply that their customers are important value co-creators and without this
collaboration neither party achieves the mutual benefits: relationship, economic,
knowledge, and leadership (Senn et al. 2013). Finally the importance of positive
eWOM and dialog initiation has been acknowledged by these companies which
means the effectiveness can be improved by generating advanced knowledge
through dialogues regarding their customers needs, resulting in better customer
solutions (Michaelidou et al. 2011; Schultz et al. 2012; Bodnar and Cohen 2012;
Jussila et al. 2014). These aspects indicate that these companies focus all their
business activities on customer retention, loyalty, and mutual beneficial
relationships, i.e. they are customer relationship oriented (Harrigan et al. 2014).
Based on the framework Company D is seen as not customer relationship
oriented as their highest priority is finding new customers for short term projects
that encourage the promotion of their own image as individuals rather than their
Company’s. In this context the interviewee emphasized that the focus lies on
themselves as assets rather than customers. Thus customers are perceived in a
pure sales perspective as the company’s approach is unilateral and short term
(Senn et al. 2013). This business approach contradicts the essence of CRO and
therefore Company D is viewed as not customer relationship oriented. Based on
the theoretical framework the authors assume Company D will not be able to
achieve relationship, economic, and leadership advantages (Senn et al. 2013).
5.1.2. Quantitative Research Approach
The customers from the corresponding companies signify that from their
perspective the companies place a high priority on retaining customer and
38
perceive them as valuable assets. This in turn implies that they perceive the
companies as customer relationship orientated, thus it is concluded that the
customers’ needs were satisfied while collaborating and a continuous mutually
beneficial exchange relationship was established (Senn et al. 2013; Harrigan et al.
2014; Katona and Sarvary 2014).
5.1.3. Combined Research Approaches
The companies themselves and their customers perceived Company A, B,

C, and D as customer relationship oriented. Which means that the companies’
perspective and customer’s perspective correspond each other. However, the
interviews determined that Company D does not fulfill the theoretical criteria to
be perceived as such. Thus the authors imply that Company D is not customer
relationship oriented and the correlation between the company’s and customer’s
perspective is questionable. These implications can be explained by the small
sample size in regards to the quantitative research.
5.2. Social Media Use
The most noticeable fact is that Twitter, LinkedIn, and Facebook were the
primarily discussed SMs during the interviews. Interviewees from Company B, C,
and D agreed that Facebook is the most relevant SM for their business. These
findings are inline with the theoretical background which confirms that SNSs such
as Facebook are the most popular SM concerning external use with customers
(Jussila et al. 2014). The interviewees signify that relationship is the most
important functional building block of SM as stated by Trainor et al. (2014). The
motivation behind Facebook’s popularity is explained by its ability to create
closer relationships with customers on a personal basis through emotions,
39
intertwined personal and professional lives, and strengthens networks. This is
reinforced by Jussila et al.’s (2014) study where three major functions of SM are
communication, marketing, and network management. In addition, Katona and
Savary (2014) state that Facebook enables brand emotionalization and
humanization of b2b companies which Company B, C, and D revealed to be the
focus of their SM strategy. Thus their choice of SM matches the strategic focus of
their marketing efforts. Furthermore, Company B displayed the highest priority on
their Company blog/website which supports the findings of Kho (2008) and
Jussila et al. (2014) who highlight (company) blogs and microblogs as the most
important SM in a b2b context.
Furthermore these three companies agreed that Twitter has the lowest
priority in terms of SM use for their business indicating that the conversation
function is the least relevant functional block for these companies. This finding
contradicts the current trend where Twitter is perceived as the ultimate tool for
b2b companies (Swani et al. 2014). The main reason behind this perception is the
mentioned limited functions of Twitter, e.g. limited characters and lack of
emotionalization. Moreover Twitter was not acknowledged as an appropriate
business tool since it was labeled as outdated and most commonly used for private
activities. This lack of acknowledgement could be explained through the most
common barrier of SM use presented by Michaelidou et al. (2011) and Jussila et
al. (2014), insufficient understanding of possibilities.
Contrary to the other interviewees, Company A placed their highest
priority on Twitter and does not utilize Facebook. The interviewee motivated this
due to Twitter’s quick paced nature, the groups and communities that can be
found within Twitter, and the professional focused discussions. It can therefore be
concluded that the conversations and group functional building blocks are the
most important for Company A ( Kietzmann et al. 2011; Trainor et al. 2014;).
This conclusion was expected as Company A is an IT company where dialogs
with customers and a focus on specific topics, brands, or products is the daily
business, especially within the e-commerce department (Richard 2008). In
conclusion, with the interviewee’s statement that high quality and relevant content
is the strategic aspect of their SM use rather than humanizing their content, it can
40
be proven that the choice of Company A’s SM corresponds their marketing
strategy.
The authors’ findings in terms of LinkedIn were predictable, every
interviewee declared the use of LinkedIn, however the degree of use intensity
varies from company to company. Based on Jussila et al.’s (2014) findings where
employee branding and recruitment is one of the three most active functions in
terms of customer interface the authors assumed LinkedIn to be significant to each
company.
Finally it is worth noting that SM use was highlighted by Company A and
B as key instruments of creating leads to their web pages which directly coincides
with Järvinen et al.’s (2012) description of search engine optimization through SM
use. This can result in greater traffic to their webpage that will lead to better
assistance through the buying cycle (Bodnar and Cohen 2012).
From the customer's point of view the relationship functional building

block is important since Facebook and LinkedIn were selected as the most popular
SM used by customers themselves (Trainor et al. 2014). However in this context,
an interesting discussion stems from the facts that 32.4% of respondents have no
knowledge of what SM the company utilizes, 55.9% of respondents do not follow
the company on SM, and additionally 88.2% of customers do not interact or share
information through SM with the company. These three findings can be seen as
indicators that SM can not be used in an appropriate way and the SM’s benefits
companies wish to achieve can not be reached (Trainor et al. 2014; Harrigan et al.
2014). Furthermore these three findings can forecast that the customers are not
interested in companies using SM as a CRM tool. This assumption will be further
examined in section 6.3.2.
The customers that follow the company on SM specified Facebook and
LinkedIn as the most popular selections. It is clear that the largest customer
emphasis is placed on the relationship functions which are provided by social and
professional network presences. This finding emphasises that the stakeholders
41
have a higher need for deeper relationships (Kho 2008) using these two SMs
which can be explained by the essential role of business relationships in a b2b
context (Homburg et al. 2009; Hutt and Speh 2012). Moreover, the result of the
customer’s SM use and their perception of valuable SM functions is directly inline
with Michaelidou et al.’s (2011) statement that developing customer relationships
is the main aim for b2b firms who use SNS.
On the opposite side, conversation was perceived as the least valuable
function of SM by the customers. Contradicting the previous study from Järvinen
et al. (2012) that implies SM are used to uphold conversation with existing
customers, the respondents of this study did not display a need for conversations.
In regards to the association between CRO of a company and SM use as
perceived by the customers, the overall results indicate that there is a statistically
significant moderate relationship between these variables. However the sample
size is too small to draw a general conclusion since the development of the
association can diverge in either direction with a larger sample size. Despite this,
there are four statistically significant associations that appear. The customers
signify the higher the perception of customers as valuable assets for the company,
the higher the likelihood that the company utilizes YouTube (p = 0.048, φ =
0.611). This finding can be interpreted as an approach for companies to include
YouTube in their SM strategy if they aim to increase their CRO. This relationship
can be explained through 40% of people respond better to visual information than
plain text which means that companies using visual help to inform their customers
ease their information processing and thus are more customer oriented (Lloyd
2014). To conclude, YouTube's association is rather unexpected within a b2b
context where the environment is hard-fact and text driven (Homburg et al. 2009;
Hutt and Speh 2012).
Another significant relationship can be found between the perception of
customers as valuable assets for the company and the variable News/Live feed as
a valuable SM function (p = 0.038, φ = 0.626). To increase the CRO of a
company, especially the perception that the customers are valuable assets, the
company should consider SMs that support News/Live feeds functions, e.g. RSS.
This association displays the customer’s need for continuous news and
information flow which is in line with the specific b2b characteristic that
42
individuals require numerous diverse criterias and hard-facts based information
regarding products to make a buying decision (Webster 1995; Kotler 1996;
Homburg et al. 2009; Hutt and Speh 2012).
Customers signified Facebook and LinkedIn as their favorable platforms,
which in turn would suggest a strong correlation between CRO and
Facebook/LinkedIn used by the company, however no relationships were found
between these variables. Nevertheless there is a moderate and statistically
significant relationship between the perception of customers as valuable assets for
the company and the customers’ use of Facebook (p = 0.040, φ = 0.623). This
correlation is directly in line with customer’s responses regarding their favorable
SM platforms.
The final significant correlation was found when customers perceive
themselves as valuable assets to the company and if they follow the company on
Twitter (p = 0.011, φ = 0.696). This correlation indicates that if a customer
perceives a company as customer relationship oriented, they will follow them on
Twitter. Although the conversation functional building block was not signified as
a valuable function by customers, the fact that Twitter use is correlated with CRO
implies that customers have a need for conversations. This contradicts the
previous assumption that customers of this study did not display a need for
conversation. In conclusion the higher the CRO, the higher the likelihood that the
company utilizes Facebook, Youtube, Twitter, and News/Live feed functions.
Initially it is clear that both the customers and companies place a heavy
emphasis on the same SM platforms that focus around the relationship functional
building block. The importance of the relationship functional building block
supports the general assumption that relationships are vital to create maximum
value and reduce risk in a b2b context (Homburg et al. 2009; Hutt and Speh 2012;
Liyakasa 2012). The companies’ expectations and the reality of their customers’
perceptions correspond in this case.
43
The outlier to this is Company A that placed a higher emphasis on the
conversation and group functional building block i.e. Twitter. The customer's
perception displayed a strong correlation between CRO and following the
company on Twitter which in turn means the Company A’s expectation and the
reality of the customer’s perception correspond. This implies that Company B, C,
and D do not satisfy potential customer needs as they do not or scarcely utilize
Twitter, which in turn can lead to lower customer satisfaction and decrease CRP
(Homburg et al. 2009).
A discrepancy was found based on the significance tests performed on the
quantitative data where the customers indicated Facebook, Twitter, YouTube, and
the News/Live feed function are crucial for their perception of CRO. This in turn
implies that the Company B, C, and D are in line with customer's perception when
they place a high priority on Facebook, however only Company A placed high
priority on Twitter and Company B was the only company that utilize
YouTube/Vimeo. It can be concluded that companies should consider YouTube
and News/Live feeds as additional platforms to their Facebook, LinkedIn and
Twitter presence to increase their sharing functional building block in order to
distribute and receive customer information that creates maximum value for both
parties (Jayachandran et al. 2005; Kietzmann et al. 2011; Liyaksa 2012; Senn et
al. 2013; Trainor et al. 2014).
5.3. Social CRM Capabilities
Regarding the information generation dimension of SCRM capabilities it

can be concluded that Company A, C, and D utilize SM to some degree to detect
shifts in the industry, conduct market research, and gather information regarding
product preference. In this context all interviewees stated that they possess
extremely limited capabilities to properly generate information through SM but
are in the process improving and developing these capabilities. Further Company
44
A, C, and D, approach the information dissemination dimension in various ways
extending from face to face meetings to using internal and external SM to spread
the information within the company. Finally only Company A and C possess the
responsiveness dimension of SCRM capabilities whereas Company D stated the
opposite. Company B indicated they don’t retain any dimensions which leads the
authors to the conclusions that they do not possess SCRM capabilities. To sum up,
these companies have limited competences in developing, incorporating, and
responding to the information they gather through SM (Jayachandran et al. 2005).
The theoretical framework implies that due to the mediatory role of the SCRM
capabilities Company B and D will not achieve higher CRP through SM use as
they do not fulfill all dimensions of SCRM capabilities. Company A and C
displayed a low level of SCRM capabilities which is in the process of developing,
this in turn may lead them to achieve higher CRP. (Trainor et al. 2014; Harrigan et
al. 2014)
According to the online survey the customers perceive that the companies
have limited SCRM capabilities in terms of two dimensions, information
generation and responsiveness. The information dissemination dimension was not
included in the online survey as the customers have no knowledge regarding the
distribution of information within the company they worked with. Based on the
theoretical framework, the findings imply that the customers perceive limited
competency in the company concerning the gathering and responding to
information from SM interactions (Trainor et al. 2014). Furthermore, this
indicates that the CRP can not be achieved by SM use through SCRM capabilities
(Trainor et al. 2014; Harrigan et al. 2014). In line with that the customers were
asked if the companies should use SM for information generation and
responsiveness. The result was the majority of customers agreed which signifies
that customers recognize the value of SM for communication and collaboration
(Jussila et al. 2014). The previous made assumption in section 6.2.2 that
customers are not interested in companies using SM as a CRM tool can therefore
45
be disproved as they show a clear interest. This also suggests customers’ need for
higher attention and improved reactions towards their concerns through an
intensified dialog with the company (Kho 2008). In this context the further finding
that states Twitter used by company as an intermediary factor between CRO and
SCRM capabilities emphasises the customer’s need for an active conversation,
higher information need, and interactive experience (Lehmkuhl 2014). The role of
Twitter used by the company as an intermediary displayed that the higher level of
CRO the greater the likelihood that the company uses Twitter which will result in
higher SCRM capabilities. This finding allows the authors to assume that by using
Twitter a customer relationship oriented company can increase their SCRM
capabilities. Further video hosting/sharing/storage as a valuable function was
identified as a medium between CRO and SCRM capabilities displaying that
customers’ perceive sharing as an important functional building block. This result
is unexpected as video sharing/hosting/storage platforms are instruments that
emotionalize content and is commonly used within b2c context. However
according to Lehmkuhl (2014) these platforms also focus on content, have long
information life spans, and posses a high degree of information and experience
which provides high value within a b2b context (Homburg et al. 2009; Hutt and
Speh 2012). It is unexpected that YouTube used by company does not have a
significant relationship between SM use and SCRM capabilities since customers
value the video hosting/sharing/storage function. Nevertheless, YouTube used by
customer was a significant intermediary which implies that there must be a
relationship between CRO of a company, YouTube use, and SCRM capabilities.
This means that it is necessary to conduct further research in this relationship.
Moreover; according to Trainor et al. (2014) customer experience can be
enhanced through the use of SM, concluding from the findings of this study the
use of Twitter and YouTube can be crucial for this purpose. The increased
customer experience can lead to higher sales (Schultz et al. 2012; Bodnar and
Cohen 2012). Furthermore the Kurskal Wallis test displayed less powerful
associations between news/live feeds, and social analytics as valuable functions
and SCRM capabilities. This allows the authors to assume that through these
sharing and relationship functions (Trainor et al. 2014) customer knowledge can
be acquired, diffused, and then further utilized to create solutions that generate
46
superior customer experiences (Frow and Payne 2009). Finally the relationship of
photo sharing/storage as a valuable sharing functional building block increases the
SCRM capabilities by enabling companies to humanize their b2b brands resulting
in a connection with their stakeholders (Katona and Savary 2014).
The most notable finding is that the customer’s and companies’

perspective are in line with each other where both stated the companies possess
limited SCRM capabilities. However, the customers perceive the capabilities as
more restricted than the companies themselves. The perspectives of the
information generation dimension do not correspond each other as the companies
claim they possess this capability to some extent, however the customers indicated
the opposite. As for the responsiveness dimension, only Company A and C
displayed some degree of competence however this does not correspond with the
customer’s perspectives. This perception discrepancy allows the authors to assume
that the companies have overestimated their capabilities and should invest further
in all three dimensions of SCRM capabilities in order to improve their CRP.
Finally, the customers emphasized that companies should utilize SM to increase
their SCRM capabilities which is in line with Companies’ A and C SM strategy
that aims to further develop and enhance these capabilities. This contradicts
Company B and D that have no desire to progress further than the limited
information generation dimension that they currently possess. To conclude in the
long term Company A and C will achieve a higher CRP than Company B and D as
they are willing to further develop their SCRM capabilities which creates an
opportunity to develop a competitive advantage (Trainor et al. 2014; Harrigan et
al. 2014). Company A placed the highest priority on Twitter and the findings
revealed it as a crucial medium between CRO and SCRM capabilities. Thus, it can
be summarized that only Company A has surpassed the barrier of lack of
understanding the possibilities emphasized by Jussila et al. (2014). In terms of
video sharing/support/storage and YouTube use, except Company B, no Company
realized the importance of this media to develop SCRM capabilities. Therefore it
47
can be concluded that there is a discrepancy between customers’ and companies’
perspectives. This discrepancy may result in not meeting customer’s expectations
and lower the customer experience and with it the connected customer satisfaction
(Webster 2000; Stefanou et al. 2003; Homburg et al. 2009; Katona and Sarvary
2014). To summarize, the importance of Twitter and YouTube was
underestimated by both the companies and the customers. The Kruskal Wallis test
displayed an association between the sharing and relationship functional building
blocks through new/live feeds, social analytics, and photo sharing/storage
valuable functions which was not highlighted by any company. This in turn is an
opportunity for each company to increase their SCRM capabilities by focusing on
these valuable functions to achieve a higher level of CRP (Trainor et al. 2014;
Harrigan 2014).
5.4. Customer Relationship Performance
The opinions of the interviewees in terms of CRP diverge from each other.
Company A and D are more positive that SM has or will positively impact their
customer satisfaction, retention, and loyalty through SCRM capabilities, while
Company B and C displayed their doubts. Company B and C prefer traditional
means of communication which explains the doubt they have towards SM’s
influence on CRP. The opinions of Company A and D are in line with the
theoretical framework that states SM has a positive impact on CRP (Kho 2008;
Kaplan and Haenlein 2010; Järvinen et al. 2012; Swani et al. 2014; Katona and
Sarvary 2014) as opposed to Companies’ B and C negative views revealed that
other projects have higher priority, there is no appropriate measurement of SM’s
effectiveness, and they lack understanding of the possibilities. These are the
common barriers of SM usage in a b2b context presented by Michaelidou et al.
(2011) and Weinberg and Pehlivan (2011).
48
The findings revealed the majority of customers experienced a positive

customer relationship with the company they work with. Most customers
expressed a high degree of loyalty, satisfaction and retention. This finding is not
inline with the conceptual model which implies that high CRP by SM use can
only be achieved through SCRM capabilities because the companies SCRM
capabilities were estimated by the customers as extremely limited (Harrigan et al.
2014; Trainor et al. 2014). This finding can be explained through two possible
reasons, first of all is that the assumption of the conceptual model is not true, or
secondly that there are other factors that positively affect CRP. In this context the
association between the variable sets of SCRM capabilities and CRP was
examined and a moderate positive correlation with high statistical significance
was found (rs = 0.449, p = 0.008). This indicates that a higher level of SCRM
capabilities of a company leads to a higher CRP. This finding confirms Trainor et
al.’s (2014) result that SCRM capabilities are positively correlated with CRP.
Thus the possible reason that the positive relationship between SCRM capabilities
and CRP is not true can be excluded. Therefore it can be concluded that other
business aspects besides SM use for CRM has positively influenced the CRP. For
Company B and C, this can be attributed to their more traditional approach to
communication and their personal engagement.
According to the customer’s perspectives there is no relationship between

SCRM capabilities and CRP. This perspective is inline with Companies’ B and C
point of view that doubted the relationship between these two dimensions.
However the relationship could be proved through statistical tests that there is an
association between the two dimensions based on the Spearman’s Rank-Order
Correlation and its significance level (rs = 0.449, p = 0.008). Thus it can be
49
concluded that the perspectives of companies A and D are inline with the
statistical results provided by the customers.
6. Conclusion
In order to address the research purpose, how companies utilize SM as

their CRM tool in a b2b context, it is important to consider the research questions.
In terms of the first research question, the impact SM has as a CRM tool the
authors assumed a positive impact on CRP via SCRM capabilities. However based
on the research results, companies either lacked SCRM capabilities or did not
acknowledge the full value of utilizing SM for CRM purposes, which resulted in
no impact on the CRP. Their focus was placed on using SM as a marketing tool
rather than a relationship tool. The companies that had realized the full value of
SM as a relationship tool were in the early stages of developing their SM
strategies and had not developed the required SCRM capabilities yet to achieve a
higher CRP. No shift in a b2b perspective was found away from SM utilization as
a marketing tool to a new perspective where SM is used as a CRM tool to improve
CRP.
In terms of the second research question, how SM is perceived by each
party involved, various similarities and differences were observed throughout each
section of the theoretical framework. Firstly, the perception of CRO and SM use
was shared between the companies and customers. Both parties perceived the
companies as customer relationship oriented and emphasised similar preferences
in SM use. The shared perception of CRO proves that companies are customer
relationship oriented to create maximum value and reduce the majority of risk
(Liyakasa 2012). The use of appropriate SM channels results in mutually
beneficial relationships. Secondly, the SCRM capabilities results displayed similar
perceptions however the degree of limitations vary between customers and
companies. The customers perceived the companies’ SCRM capabilities as more
limited than the companies themselves. Companies overestimated their
capabilities and will not create superior customer experience in order to co-create
value (Frow and Payne 2009). Nevertheless the majority of customers stated that
50
SM should be used to further develop the companies’ SCRM capabilities and
therefore as a CRM tool. Finally, from the companies’ point of view two opposite
perspectives were found for CRP. The companies that utilize more traditional
methods of communication stated SM did not impact or had low impact on CRP,
this finding is inline with the research results that implies in this study high CRP
was achieved through other means than SM use. The companies that rely on
online and IT communications stated SM had a positive impact on CRP, this view
is inline with the positive relationship between SCRM capabilities and CRP that
was found in this study. Assuming these findings it can be concluded that
companies’ opposite perspectives are true to some extent. All in all it can be
concluded that SM as a CRM tool is perceived by each party in a similar way
implying that there is a match between the companies’ expectations and
customer’s experience. This provides companies with unique access to valuable
information directly related to customer’s requirements, complaints, and
experiences (Trainor 2012).
Referring to the theoretical framework, the most significant findings
revolve around the use of Twitter, YouTube, Facebook, LinkedIn, and News/live
feed functions e.g. RSS to increase customer relationship orientation, specifically
the perception of the customers as valuable assets to the company. In general,
Facebook is a more personal outlet used for emotional communication whereas
Twitter is commonly used for effective business communication due to its groups
and community nature. In general, relationship functional building blocks have the
primary focal point whereas conversation and dialog creation are secondary.
To conclude the customer relationship oriented companies can use SM to
improve CRP only if they develop SCRM capabilities which was displayed
through the quantitative research results. Especially the concentrated use of
Twitter and YouTube can help develop enhanced SCRM capabilities and the
companies that do not realize this will forgo the opportunity to achieve higher
CRP. Despite the previously mentioned impact, the correlation between single
dimensions of the conceptual model was weak implying that it is possible to
achieve higher CRP through means other than SM. Finally the purpose can be
summarized that only a few companies utilized SM as a CRM tool in a b2b
context in order to positively impact the CRP.
51
7. Limitations
Several limitations were found throughout the research. The most crucial
limitation was the chosen mixed methods approach as it lead to inconsistent
results for CRP that were difficult to corroborate. In terms of the quantitative
research method, a critical limitation is that the sample size was too small to
generalize the conclusions since the findings in their current state can be
interpreted in any direction. To clarify the tendency of the interpretation’s
direction the sample size has to be increased. The small sample size can influence
the quality, validity, and reliability of the research. This limitation could be clearly
observed during the correlation tests where the expected count did not exceed 5
for a significant portion of data. This implies that more data must be collected and
validity of the research may not be addressed. It is noteworthy to point out that
Company D with the lowest responses volume of 3 is not representative at all.
Another limitation is that some customers were partially contacted by the
companies themselves on behalf of the researchers. This procedure could lead to
biased information since the companies could select which customers to contact,
leading to a systematic error in the sample. Further limitations can be found
regarding the qualitative research method, namely semi-structured expert
interviews. Due to their flexibility, the results of semi-structured expert interviews
are only comparable to a certain extent. Additionally the reliability and validity of
the interviews are not maximized, since the generated answers cannot be coded
and processed. Finally, a limitation is the comparability between SCRM
capabilities and CRP as during the interview the performance was estimated
taking into account SM while in the online surveys performance was addressed in
general.
52
8. Managerial Implications and Further Research Suggestions
The authors suggest one key managerial implications to consider. This

suggestion is to continue develop further SCRM capabilities by utilizing the two
strongest intermediators Twitter and YouTube to not only gather information but
also disseminate and respond to it. Additional focus can be placed on new/live
feeds, social analytics, and photo sharing/storage to further increase SCRM
capabilities, however only if resources are available due to the fact that the
association is based on a less powerful test, i.e. Kruskal Wallis. While SM is not
the optimal CRM tool which can be seen through the weak relationships between
dimensions of the conceptual model, nevertheless, SM can be used as an
alternative addon for CRM since customers highlighted that their primary
functional building block is relationship in terms of SM use. More traditional
methods as utilized by Company B and C are more effective, however if
additional resources are available investments should be made in SM as a CRM
tool due to its positive impact on CRP.
The authors suggest a further research focus on the unexpected significant
connection of YouTube use to explore the reasons why YouTube is an
intermediary between CRO and SCRM capabilities as well as its impact. Another
research suggestion is to revisit this study in a few years and observe if Company
A and C are able to further develop their SCRM capabilities and what is their
impact on CRP. Finally, future research should focus on empirically testing the
conceptual model with a larger sample to remove a significant limitation of this
study.
53
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Appendixes
Appendix 1: Characteristics of Social Media Categories (Lehmkuhl 2014)
Appendix 2: Model of integrative IT business value (Trainor et al 2014)
Appendix 3: CRM Model in Social Media Age (Harrigan et al. 2014)
61
Appendix 4: The Interview Guide for the Semi-Structured Expert Interviews
(Jayachandran et al. 2005; Srinivasan and Moorman 2005; Harrigan et al. 2014)
62
Appendix 5: Likert-Scale used in the Online Surveys and Online Survey
a) Likert-Scale used in the Online Surveys
b) Online Survey
63
64
65
66
67
68
Appendix 6: Cronbach’s Alpha: Test of Internal Consistency of Scale
Appendix 7: Customer Relationship Orientation: Retaining Customers is high

priority Crosstab
69
Appendix 8: Customer Relationship Orientation: Customers are Valuable Assets
Crosstab
Appendix 9: Social Media Use by Customer Crosstab
70
Appendix 10: Social Media Use by Company Crosstab
Appendix 11: Social Media Use: Customers Follow the Company on Social
Media Crosstab
71
Appendix 12: Social Media Use: Specified Which Social Media is Followed
Crosstab
Appendix 13: Social Media Use: Customers Interact or Share Information With
the Company on Social Media Crosstab
72
Appendix 14: Social Media Use: Valuable Functions Crosstab
73
Appendix 15: Social CRM Capabilities: Social Media Used for Market Research
Crosstab
Appendix 16: Social CRM Capabilities: Social Media Used to Gather Information
Regarding Product Preferences or Changes in Needs Crosstab
74
Appendix 17: Social CRM Capabilities: Social Media Used to Detect Shifts in the
Industry Crosstab
Appendix 18: Social CRM Capabilities: Social Media Used to Address Problems
or Complaints Crosstab
75
Appendix 19: Social CRM Capbilities: Social Media Should be Used to Conduct
Market Research, Gather Information Regarding Product Preferences and Needs,
Detect Shifts in Industry, Address Complaints and Customer Problems Crosstab
Appendix 20: Customer Relationship Orientation: Factor Analysis
76
Appendix 21: SCRM Capabilities: Factor Analysis
Appendix 22: Social Media Use → SCRM Capabilities: Statistically Significant

Kruskal Wallis Results
77
Appendix 23: Customer Relationship Performance: Customer Over a Long Period
of Time Crosstab
Appendix 24: Customer Relationship Performance: Customers Work With the

Company Over a Long Period of Time Crosstab
78
Appendix 25: Customer Relationship Performance: Customer Loyalty Crosstab
Appendix 26: Customer Relationship Performance: Customer Satisfaction

Crosstab
79
Appendix 27: Customer Relationship Performance Factor Analysis
Appendix 28: Social CRM Capabilities and Customer Relationship Performance

Pearsons’s Correlation Test
80
Appendix 29: Social CRM Capabilities and Customer Relationship Performance
Association Test Significant values
Gamma
Statistical Significance Level
Tested Variables (γ)
(p<0.05)
SCRM Capabilities: Conduct

0.420
Market Research → Customer
p = 0.011* Moderate
Relationship Performance:
Positive
Customer Loyalty and retention 1
SCRM Capabilities: SCRM

Capabilities: Conduct Market
0.327
Research → Customer p = 0.031*
Positive
Customer Loyalty and retention 2
SCRM Capabilities: Gather

information regarding product
0.386
preferences or changes in needs
p = 0.004** Moderate
→ Customer Relationship
Positive
Performance: Customer Loyalty
and retention 2
SCRM Capabilities: Address

problems or complaints → 0.350
Customer Relationship p = 0.007** Moderate
Performance: Customer Loyalty Positive
and retention 2

0.386
Market Research → Customer
Positive
Customer Loyalty

information regarding product 0.411
preferences or changes in needs p = 0.006** Moderate
→ Customer Relationship Positive
SCRM Capabilities: Detect shifts

in industry → Customer 0.341
p = 0.036*
Relationship Performance: Positive
Customer Loyalty
SCRM Capabilities: Address

0.382
problems or complaints →
Customer Relationship
Positive
81
SCRM Capabilities: Should be
used to conduct market research,
gather information regarding
product preferences and needs, 0.361
detect shifts in the industry, and p = 0.011* Moderate
address customers problems and Positive
complaints → Customer
Customer Loyalty

Market Research → Customer 0.335
p = 0.011*
Customer Satisfaction

information regarding product
0.360
preferences or changes in needs
→ Customer Relationship
Positive
Performance: Customer
Satisfaction
SCRM Capabilities: Detect shifts

in industry → Customer 0.338
p = 0.004**
Customer Satisfaction
Significant values p<0.05 are marked with *
High significant values p<0.01 are marked with **
82

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Olga Buss

The Impact of Social Media as a

Term: Spring 2015

This study explores the association between the Customer Relationship

Keywords: Customer Relationship Orientation, CRM, CRM in b2b, Social Media,

CRM Customer Relationship Management

CRO Customer Relationship Orientation

CRP Customer Relationship Performance

eWOM Electronic Word-of-Mouth

SCRM Social Customer Relationship Management

SNS Social Network Sites

1.1. Problem Formulation/Research Gap

The potential of SM as a marketing, communication and relationship tool

Current academic researchers place little attention on the phenomena of

Research Question 1: What impact does social media as a customer

Research Question 2: How is social media as a CRM tool perceived by

2.1. Specific characteristics of business-to-business (b2b)

A defining characteristics within b2b context is the high degree of

2.2. Social Media

Although individuals use SM on a daily basis, there is no unified definition

a group of Internet-based applications that build on the ideological and

Any positive or negative statement made by potential, actual, or former customers

Lehmkuhl (2014) defines five main categories of SM as social networks,

2.3. Social Media in b2b context

Generally, SM is widely utilized by b2c companies rather than b2b

Based on the academic literature, previous definitions of CRM are

a cross-functional strategic approach concerned with creating improved

CRM is viewed as a strategic management approach that is concerned with

2.5. CRM in b2b context

Based on the previous b2b characteristics, CRM is more important in a

2.6. Social CRM in b2b

where issues such as relationship building, long-term client retention, strategic

a holistic and cross-functional approach supported by strategies, technologies,

2.7. Conceptual Framework

Based on prior research and drawing theoretical support from Trainor et

2.7.1. Customer Relationship Orientation

CRO and market orientation are heavily intertwined, thus it is crucial to

The generation of appropriate market intelligence pertaining to current and

2.7.2. Social Media Use

Referring to the definition of SM stated in the previous chapter 2.4.2 and

2.7.3. Social CRM Capabilities

In general capabilities are identified as a company’s replicable patterns of

the integration of traditional customer-facing activities, including processes,

2.7.4. Customer Relationship Performance

CRP is the result of successfully implemented CRM which leads to

3.1. Research Method Strategy

The reliability tool consists of two forms: equivalence and consistency.

In this research triangulation was utilized in order to verify that the

The empirical data is displayed in accordance to the conceptual model

In terms of the Companies’ demographics, Company A is an international

4.1. Semi-structured Expert Interviews

4.1.1. Customer Relationship Orientation

The interviewee from Company A premised that their organization is in

4.1.2. Social Media Use

Company A places a priority on three main SMs, Twitter, LinkedIn, and

4.1.3. Social CRM Capabilities

In terms of the generation dimension, Company A highlights that market

4.1.4. Customer Relationship Performance

Company A express an increase in customer satisfaction, retention, and