TY - CHAP U1 - Konferenzveröffentlichung A1 - Rossmann, Alexander ED - Praščević, Aleksandra, T1 - Turning complainers into fans : towards a framework for customer services in social media channels T2 - International Scientific Conference From Global Crisis to Economic Growth - Which Way to take? : Belgrade, 20.09.2012-22.09.2012 N2 - 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 communication, 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. KW - customer service KW - social media KW - word of mouth KW - customer satisfaction KW - customer loyalty Y1 - 2012 SN - 978-86-403-1244-8 SB - 978-86-403-1244-8 SP - 1 EP - 12 S1 - 12 PB - Faculty of Economics CY - Belgrade ER -