The effect of social media interactions on customer relationship management
| Autor: | Christian Barrot, Olaf Maecker, Jan U. Becker |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Service (business)
Customer retention HF5001-6182 business.industry Brand awareness 05 social sciences Upselling Customer relationship management Advertising Social media Brand pages Brand management Empirical research ddc:650 0502 economics and business Customer lifecycle Business Management and Accounting (miscellaneous) Business 050211 marketing Marketing business 050203 business & management |
| Zdroj: | Business Research, Vol 9, Iss 1, Pp 133-155 (2016) |
| ISSN: | 2198-2627 2198-3402 |
| DOI: | 10.1007/s40685-016-0027-6 |
| Popis: | In recent years, social media have become a popular channel through which customers and companies can interact. However, companies struggle to assess whether their investments in establishing and maintaining brand pages in social media actually meet their high expectations with respect to developing and retaining customers. Based on three empirical studies, the authors explore the role of interactions through corporate social media channels, such as Facebook brand pages, in customer relationship management. The results indicate that social media interactions indeed ease the upselling efforts and reduce the risk of churn. These positive effects offset the observed increases with regard to the number of service requests and the higher overall service cost. Thus, we ultimately find customers who interact with the brand on social media to be more profitable. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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