Factors influencing customer social relationship management implementation and its benefits in healthcare industry

Abstract

Social Customer Relationship Management (SCRM) becomes a buzz word which has been discussed extensively in existing scholarly works but scant consideration is given to the crucial factors affecting the adoption of the integrated social media CRM, especially in the healthcare industry. In concern with the profusely debated issue of technological organizational, and environmental factors, this study aims at identifying predominant factors affecting the implementation of Social CRM; and understanding the benefits yielding from this implementation. This study conducts a systematic review based on PRISMA method of summarizing literature mechanism which was based on the previous studies, (Agha et al., 2014; Moher et al., 2009), for the extant literature from 2008 to 2019 to sort the underlying factors affecting the implementation of Social CRM in various industries and its benefits. Findings from the literature reveal that technological factors (i.e., perceived privacy, interactivity, and compatibility), organizational factors (i.e., leadership knowledge, social media policy, and management drive) and environmental factors (i.e., bandwagon pressure, and social trust) are the key factors that influence healthcare organizations’ willingness to implement Social CRM. The conceptual framework presented in this paper advances the application of Diffusion of Technology, TOE, and IS Success used and provided for possible useful direction for future empirical research for both academics and practitioners.