Customer Services in Social Media Channels : An Empirical Analysis
Journal
AMA Educators Proceedings
ISSN
1054-0806
ISBN
978-1-62993-585-0
Type
conference paper
Date Issued
2013-08-09
Author(s)
Editor(s)
Slotegraaf, R.
Abstract
In recent years, marketing scholars have invested heavily in exploring the role of social media in marketing theory and practice. One valuable strategy for using social media in marketing communication is to provide customer services in applications like Facebook or Twitter. This paper evaluates a) the concept of perceived service quality in different service channels and b) the impact customer service strategies have on customer loyalty, word of mouth com-munication, and cross-sell preferences. The framework presented here is tested cross-channel against data collected from the customer service department of a large telecommunication provider. The results elucidate the effectiveness of customer service strategies in different channels.
Funding(s)
Language
English
Keywords
Social Media
Customer Service
Word of Mouth
Customer Satisfaction
Customer Loyalty
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
Innovation and Collaborating in a Global Marketplace
Publisher
American Marketing Association
Publisher place
Chicago
Start page
342
End page
343
Event Title
American Marketing Association Summer Educators' Conference 2013
Event Location
Boston, MA
Event Date
09.-11.08.2013
Subject(s)
Division(s)
Eprints ID
222985