Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Providing a model for the adoption of CRM social systems by professional users using Web 2.0 technology

Articles in Press
Authors
Seyed Hamed hamdi 1
ahmad sardari 2
Abdullah Naami 3
Ali Noroozi Mobrake 4
1 Doctoral student of Business Management Department, Kish International Branch, Islamic Azad University, Kish Island, Iran
2 Associate Professor, Department of Business Administration, Shahid University, Tehran, Iran
3 Business Administration, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
4 Asst prof., Department of Managemen, Payame Noor University
JABM.3.2.15564.3580999
Abstract
Effective customer relationship management is an important challenge in business competition. Organizations need information about who their customers are, what their expectations and needs are, and how to meet their needs. This research presents a model for the adoption of CRM social systems by professional users using Web 2.0 technology. The main goal of this research is to provide a model for the acceptance of CRM social systems by professional users using Web 2.0 technology. The current research method is a descriptive study of the correlation type. Also, this research is practical in terms of its purpose, and its results can be used in service companies, banks, and insurance companies. To determine the sample size in this research, Cochran's formula was used in the case of unknown population size; Based on this formula, the sample number was 432 people, however, to consider the decrease and increase in validity and generalizability of the results, the sample number was 300 people. In order to collect information, a questionnaire on customer relationship management and marketing performance was used. The results of the research indicate that the adoption of social systems in marketing by professional users using Web 0.2 technology has led to greater customer satisfaction and trust.
Keywords
customer relationship management
marketing performance
Web 2.0 technology

Subjects

Journal of Advertising and Sales Management

Articles in Press, Accepted Manuscript
Available Online from 23 August 2023