Forecasting social CRM adoption in SMEs: A combined SEM-neural network method

作者：

Highlights：

• This study aims to forecast the predictors of social CRM strategy adoption by SMEs.

• SEM was used to determine which variables had important impact on social CRM adoption.

• Neural network method was used to rank the importance level of predictors from SEM.

• Compatibility and information capture are the most significant factors for social CRM adoption.

摘要

•This study aims to forecast the predictors of social CRM strategy adoption by SMEs.•SEM was used to determine which variables had important impact on social CRM adoption.•Neural network method was used to rank the importance level of predictors from SEM.•Compatibility and information capture are the most significant factors for social CRM adoption.

论文关键词：CRM adoption,Social CRM,Technology-organization-environment-process,SMEs,Social media,SEM-Neural network

论文评审过程：Received 20 December 2016, Revised 20 May 2017, Accepted 22 May 2017, Available online 31 May 2017, Version of Record 9 June 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.05.032