Use of social media technology and its relationship with company performance with the mediating role of strategic customer relationship management capabilities

Subject Areas : Production Management

Akbar Valizadeh Oghani ¹ , Nazli Rahimzadeh ²

1 - Department of Management, Sarab branch, Islamic Azad University, Sarab, Iran
2 - Department of Management, Elm & Fannavari Shams University, Tabriz, Iran

Received: 2021-08-21 Accepted : 2021-11-16 Published : 2021-11-22

Keywords: performance, Social media technology, customer compulsion pressure, competitor imitation pressure, strategic customer relationship management capabilities,

Abstract :

The purpose of this research investigating the use of social media in the production activities of medium and large products of East Azerbaijan province considering the mediating role of business management is customer relationship. Despite the importance of the pressure of forcing customers and the pressure of imitating competitors as organizational components in adopting new technologies, the importance of these drivers in using social media technology to strengthen strategic customer relationship management capabilities and improve organizational performance has not been much explored. The statistical population consists of executives, quality assurance managers and sales and trade managers of manufacturing companies in East Azerbaijan province. 190 people were selected as the sample by available sampling method. The data collection tool is a questionnaire that has been done by library and field methods. Confirmatory factor analysis and structural equation modeling with LISREL software have been used to analyze the findings. The results showed that the forced pressure of customers has a positive and use of social media technology has a positive and relationship. While the pressure of competing imitation does not relationship with the social media technology. The use of social media technology has a positive and significant relationship the performance. Other results show that the strategic customer relationship management plays a mediating role between the use of social media technology and the performance.