Adoption of WhatsApp for Strengthening Internal CRM through Social Network Analysis. Issue 4 (2nd October 2021)

• Record Type: Journal Article
• Authors: Agrawal, Shiv Ratan
• Is Part Of: Journal of relationship marketing. Volume 20:Issue 4(2021)
• Page Start: 261
• Page End: 281
• Publication Date: 2021-10-02
• Subjects: WhatsApp -- CRM -- internal CRM -- social network analysis; Relationship marketing -- Periodicals; Marketing -- Management -- Periodicals; Customer services -- Quality control -- Periodicals; 658.812
• DOI: 10.1080/15332667.2020.1802643
• Languages: English
• ISSNs: 1533-2667

Abstract

Abstract: The present study aimed at how service firms can adopt the WhatsApp platform for strengthening internal CRM from employees' viewpoints through social network analysis. The study employed a descriptive research design with an interview method for collecting the data of 67 staff members from one the largest private sector bank's main branch situated at Bhopal, Madhya Pradesh, India. Earlier, it was confirmed that all the staff members were on their professional WhatsApp group. The study identified various essential characteristics of the WhatsApp platform. Most importantly, the study found that the network of 67 staff members on the professional WhatsApp is well-connected based on the key metrics. Thus, WhatsApp is one of the most popular social media platforms nowadays which can be adopted for strengthening the internal CRM system of service firms. The study unfolds a range of theoretical as well as practical knowledge for both managers and researchers.