Electronic word-of-mouths påverkan på CRM : En fallstudie av en organisation inom kulturbranschen
Sammanfattning: Social media has increased the possibilities for consumers to gather and share consumption related experiences with other consumers through electronic word-of-mouth (eWOM). eWOM affects the relationship between customer and business, and therefore also affects customer relationship management (CRM). Therefore, the research question of this study is: “How does electronic word-of-mouth (eWOM) affect customer relationship management (CRM) at an organization in the creative industry?”. The purpose of this study is to, for an organization in the creative industry, investigate the effects of eWOM on CRM. Theories are used to define and discuss the concepts eWOM and CRM, and a model in which the concepts are linked together is generated. A case study design focused on one organization has been used for the study; data was collected through semi-structured interviews and from the organizations social media accounts. The results of this study show that eWOM affects CRM in numerous ways. Organizations can benefit from eWOM by using the customer information that eWOM generates, as well as use eWOM to spread organizational and customer generated information. In addition to this, organizations can gain from considering negative eWOM when interacting with and responding to customers on social media.
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