Owing to the rapid change of business environment and the effects of 2.0 economy, current practices of uni-directional, static oriented customer relationship management (CRM) can hardly fulfill requirements of businesses. Instead, Social CRM (or SCRM), a new concept equipped with CRM and social media, are then proposed.
However, there are still few studies having their focus on the nature, the development, and the model of SCRM. To help bridge this potential research gap, this study aims at developing a conceptual model depicting the possible strategies and stages of introducing SRCM from service providers’ perspective. Through literature review, analogy, and interviews, a four-stage sequence of disruptions created by the iterative dynamic between SCRM users and providers are highlighted and discussed. We wish such a framework beneficial for potential SCRM service providers in penetrating and creating markets.
