Understanding the Social CRM Strategy of Small Businesses in Captivating Younger Age Market in Indonesia

Mukhammad Andri Setiawan, Yanuar Satrhio Insanaputra

Abstract

The survey conducted by the Indonesia Internet Service Provider Association (APJII) in 2016 presented that more than half of Indonesia’s population (132.7 millions of people) have been connected to the internet and almost half of them are between 10-34 years of age. Most of have seen internet as one of the most effective places for shopping. However, a fierce competition has made businesses to think more of the strategy to capture the market. With huge number proportion of internet users, younger age makes up 75% of internet users and has become main captive market for online shopping. Traditional customer relationship management (CRM) has previously successfully help businesses in increasing their revenue and create trust relationship with customer. However, traditional CRM works more in a one-way direction. The rise of social media, has created totally different landscape on businesses environment. The rise of electronic CRM and its evolution to social CRM has made companies do not want to be left behind. They embrace social media as never before. However, business entities in Indonesia need to understand more how does this social media thing work for them. This study investigates and proposes social CRM constructs that work best for young age internet users in Indonesia market. The study indicates that social CRM plays a significant role in captivating younger age market in Indonesia.

Download


Paper Citation


in Harvard Style

Setiawan M. and Insanaputra Y. (2017). Understanding the Social CRM Strategy of Small Businesses in Captivating Younger Age Market in Indonesia.In Proceedings of the 9th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management - Volume 3: KMIS, ISBN 978-989-758-273-8, pages 167-173. DOI: 10.5220/0006504601670173


in Bibtex Style

@conference{kmis17,
author={Mukhammad Andri Setiawan and Yanuar Satrhio Insanaputra},
title={Understanding the Social CRM Strategy of Small Businesses in Captivating Younger Age Market in Indonesia},
booktitle={Proceedings of the 9th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management - Volume 3: KMIS,},
year={2017},
pages={167-173},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0006504601670173},
isbn={978-989-758-273-8},
}


in EndNote Style

TY - CONF

JO - Proceedings of the 9th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management - Volume 3: KMIS,
TI - Understanding the Social CRM Strategy of Small Businesses in Captivating Younger Age Market in Indonesia
SN - 978-989-758-273-8
AU - Setiawan M.
AU - Insanaputra Y.
PY - 2017
SP - 167
EP - 173
DO - 10.5220/0006504601670173