The purpose of this thesis is to provide the players within the automotive industry an insight over how the adoption of Social CRM changes in companies and what are the main factors that affect this change. After a review of the up-to-date literature, Fiat Customer Services Centre is analyzed, using the valuable information collected through cooperation with the company. The findings lead to the conclusion that the process of adoption of Social CRM by an organization is affected by the profile of the company, by the type of Social Media considered, by group dynamics and by ICT systems. The findings provide strong evidence of the importance for a thorough approach to the introduction of Social CRM in the business model of an automotive company.
L’obiettivo di questo lavoro è fornire agli attori del settore automotive una migliore conoscenza di come l’adozione del Social CRM cambia un’azienda e di quali sono i principali fattori che influenzano questo cambiamento. Dopo aver esaminato la letteratura in materia, si analizza il Fiat Customer Service Centre, utilizzando le preziose informazioni raccolte attraverso la collaborazione con l’azienda. I risultati portano alla conclusione che il processo di adozione del Social CRM da parte dell’azienda sia influenzato dal profilo organizzativo di questa, dal tipo di Social Media considerato, dalle dinamiche di gruppo e dai sistemi informativi. I risultati forniscono una prova concreta dell’importanza di un approccio olistico e accurato all’introduzione del Social CRM nel modello di business di un'azienda automobilistica.
Adoption of social CRM in automotive industry. The case of Fiat customer services centre
ALTUG, ZEYNEP
2014/2015
Abstract
The purpose of this thesis is to provide the players within the automotive industry an insight over how the adoption of Social CRM changes in companies and what are the main factors that affect this change. After a review of the up-to-date literature, Fiat Customer Services Centre is analyzed, using the valuable information collected through cooperation with the company. The findings lead to the conclusion that the process of adoption of Social CRM by an organization is affected by the profile of the company, by the type of Social Media considered, by group dynamics and by ICT systems. The findings provide strong evidence of the importance for a thorough approach to the introduction of Social CRM in the business model of an automotive company.File | Dimensione | Formato | |
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2014_12_Altug.pdf
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https://hdl.handle.net/10589/101481