A framework for the adoption of social customer relationship management (scrm) byprivate sector

This study proposes a three-stage process for Social Customer Relationship Management (SCRM) engagement framework by Australian private sector companies. The mixed methods research design were employed using a sample of 597 Australian companies from surveys, incorporating semi-structured interviews with senior IT and marketing managers from fourteen different companies. Descriptive statistics and thematic analysis were used to analyse data and provide the requirements at the initial stage of SCR Madoption. The survey and interview findings reveal that level of SCRM adopted by Australian companies is relatively superficial and ad hoc in the absence of a formal integrated SCRM strategy and policy framework. Additionally, the integration of both findings have further extended into the development of proposed practical framework to illustrate how SCR Mshould be carried out from a company’s strategic perspective. The proposed framework was describes by applying the principles of Resource-Based View (RBV) theory in helping companies make a decision about such engagement.