Examining the Relationship between Social Media Usage and Customer Relationship Performance

Today, people all over the world, whether at work or at home, spend their time on the Internet. In todayʹs world, according to the changes in culture of life, the traditional marketing methods such as television commercials, newspaper and magazine ads, billboards, etc., cannot be effective in attracting customers as in the past. In this regard, the role of social media in building effective relationships with customers cannot be denied. For this reason, the present study examines the relationship between the use of social media and the performance of the relationships with customers in the information technology services providers companies. The research method is descriptive-functional and the population is consisted of employees and managers of IT companies in Tehran. A questionnaire is used to collect the information. In order to analyze data and the hypotheses test, structural equation modeling (SEM) and confirmatory factor analysis (CFA) are used and two software packages of SPSS and LISREL are used. The findings showed a significant relation between the use of social media and the relationships with customers in the information technology services providers companies and the research hypotheses are confirmed.