Barriers to the Adoption of Social Media Technology in the domain of Social Customer Relationship Management in Travel Agencies

  • Authors

    • Fereshteh Alizadeh
    • Fatemeh Ahmadi
    • Zeinab Basiri
    https://doi.org/10.14419/ijet.v7i4.7.23880

    Received date: December 13, 2018

    Accepted date: December 13, 2018

    Published date: September 27, 2018

  • Customer Relationship Management (CRM), social networks, barriers to social CRM, travel agencies.

  • Abstract

    In today’s world, social networks play a very important role in relationships among people throughout the world. The popularity of social networks has increased among Iranian users as they became a place to explore different individual desires and interests. Thus, these networks are now an integral part of the lives of many people in our society. Integrating these two categories may be considered as a key business strategy which has caught the attention of many service organizations in developed countries.

    Therefore, to identify the barriers to the adoption of social networks in travel agencies for improving the adoption of networks in order to ameliorate CRM policies in organizations after deriving the effective factors mentioned in previous studies and utilizing Exploratory Factor Analysis (EFA) to explore the most common barriers in this field, three hypotheses were formulated and the population of service organizations and some of their customers in Tabriz with a 245-member sample were selected for the study and a Likert scale questionnaire was designed and distributed among the members of the study sample. The study results had a high validity and reliability and the LISREL, a structural equation modeling application, was used to carry out the Confirmatory Factor Analysis (CFA) and to discover a model from the effective factors. Results showed that legal and technological factors as barriers to the adoption of social networks for CRM had the largest impact in Iran.

  • References

    1. Nezafati, N.; Khosheykal, M.; Davoodi, M. (2012). “Social CRM and offering a conceptual framework to apply CRM2.00 systems in banking”. Fourth International Conference on the Marketing of Banking Services. Tehran, Center for Financial Services Marketing.
    2. Brian Wright, Michael Smith, Richard Little (2007). “World Policy Issues”. Translated by: Seyed Mohammad Kamal Sarvarian. Tehran, Strategic Studies Institute.
    3. Ziaei Parvar, H. (2007). “Soft War (media warfare, special ed.)”. Tehran, Abrare Moaser cultural institute for international studies and researches.
    4. Trainor, K. J. (2012). “Relating social media technologies to perfor-mance: A capabilities-based perspective”. Journal of Personal Selling and Sales Management, 32(3), 317–331.
    5. Jim Jacoby, (2007). “CRM and Social Media: Maximizing Deeper Customer Relationships”. http://www.pdf-repo.com/pdf_1a/528g 2o40m951ec8b93.html
    6. Hanna, R., Rohm, A., & Crittenden, V. L. (2011). “We're all con-nected: The power of the social media ecosystem”. Business Hori-zons, 54(3), 265–273.
    7. Synthesi- “Social CRM made it easy taking customer engagement to a whole new level”- 2010
    8. Greenberg, P. (2010). “The impact of CRM 2.0 on customer insight”. Journal of Business and Industrial Marketing, 25(6), 410–419.
    9. Melville, N., Kraemer, K., & Gurbaxani, V. (2004). “Review: Infor-mation technology and organizational performance: An integrative model of IT business value”. MIS Quarterly,28(2), 283–322.
    10. Mithas, S., Ramasubbu, N., & Sambamurthy, V. (2011). “How in-formation management capability influences firm performance”. MIS Quarterly, 35(1), 237–256.
    11. Nath, P., Nachiappan, S., & Ramanathan, R. (2010). “The impact of marketing capability, operations capability and diversification strate-gy on performance: A resource-based view”. Industrial Marketing Management, 39(2), 317–329.
    12. Rainie, L., Purcell, K., & Smith, A. (2011). “The social side of the internet”. Washington, DC: Pew Internet & American Life Project (Retrieved from http://pewinternet.org/Reports/2011/The-SocialSide-of-the-Internet.aspx).
    13. McLuhan, M. (1964). “Understanding the media: The extension of man [Book]”. Retrieved from http://beforebefore.net/80f/s11/media/mcluhan.pdf
    14. Eysenbach, G. Medicin 2.0: “Social Networking, Collaboration, Par-ticipation, Apomediation, and Openness”. Journal of Medical Inter-net Research 2008; 10(3): e22.
    15. Bob Mathew Design Science, Inc.140 Pine Avenue 4th floor www.dessci.com
    16. McDonald, M., & Mouncey, P. (2009). “Marketing accountability: How to measure marketing effectiveness”. London: Kogan.
    17. Ambler, T. (2003). “Marketing and the bottom line: Creating the measures of success (2nd ed.)”. London: Financial Times/Prentice Hall.
    18. Hoffman, D. L., & Novak, T. P. (1996). “Marketing in hypermedia computer mediated environments: Conceptual foundations”. Journal of Marketing, 60(3), 50–68.
    19. Borders, A. L., Johnston, W. J., & Rigdon, E. E. (2001). “Beyond the dyad: Electronic commerce and network perspectives in industri-al marketing management”. 30, 199–205.
    20. Hallahan, K. (2008). “Organizational-public relationships in cyber-space”. In T. L. Hansen-Horn, & B. D. Neff (Eds.), Public relations: From theory to practice (pp. 46–73). Boston, MA: Pearson.
    21. Kanter, B. (2009, May). “4 ways social media is changing the non-profit world”. Accessed 15.08.09. http://mashable.com/2009/05/22/nonprofit-social-media/
    22. Kent, M. L. (2008). “Critical analysis of blogging in public relations”. Public Relations Review, 34(1), 32–40.
    23. Madden, M. (2010). “Older adults and social media”. Washington, DC: Pew Internet and American Life Project. Available from. http://www.pewinternet.org
    24. Nielsen. (2009, March). “Global faces and networked places”. Ac-cessed 10.10.09. http://blog.nielsen.com/nielsenwire/wpcontent/uploads/2009/09/nielsenglobalfacesmar09.pdf Taylor, M., & Kent, M. L. (1998). “Build-ing dialogic relationships through the world wide web”. Public Rela-tions Review, 24(3), 321– 334.
    25. Taylor, M., Kent, M. L., &White, W. J. (2001). “How activist groups are using the Internet to build relationships”. Public Relations Re-view, 27(3), 263–284.
    26. Universal McCann. (2008, March). “Power to the people—Wave 3 study on social media trends”. Accessed 10.10.09. www.universalmccann.com/Assets/wave320080403093750.pdf
    27. Bruque, S., Moyano, J., & Eisenberg, J. (2008). “Individual adapta-tion to IT-induced change: The role of social networks”. Journal of Management Information Systems, 25, 177–206.
    28. Bryer, T. A., & Zavattaro, S. M. (2011). “Social media and public administration. Administrative Theory & P”.

  • Downloads

  • How to Cite

    Alizadeh, F., Ahmadi, F., & Basiri, Z. (2018). Barriers to the Adoption of Social Media Technology in the domain of Social Customer Relationship Management in Travel Agencies. International Journal of Engineering and Technology, 7(4.7), 430-434. https://doi.org/10.14419/ijet.v7i4.7.23880