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Usage of social media systems in customer service strategies

  • This paper examines the efficacy of social media systems in customer complaint handling. The emergence of social media, as a useful complement and (possibly) a viable alternative to the traditional channels of service delivery, motivates this research. The theoretical framework, developed from literature on social media and complaint handling, is tested against data collected from two different channels (hotline and social media) of a German telecommunication services provider, in order to gain insights into channel efficacy in complaint handling. We contribute to the understanding of firm’s technology usage for complaint handling in two ways: (a) by conceptualizing and evaluating complaint handling quality across traditional and social media channels and (b) by comparing the impact of complaint handling quality on key performance outcomes such as customer loyalty, positive word-of-mouth, and crosspurchase intentions across traditional and social media channels.

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Author of HS ReutlingenRossmann, Alexander; Wilke, Tim; Stei, Gerald
Erschienen in:Proceedings of the 50th Hawaii International Conference on System Sciences (HICSS-50), Hilton Waikoloa Village, Hawaii, January 4-7, 2017
Publisher:AIS Electronic Library (AISeL)
Document Type:Conference proceeding
Publication year:2017
Page Number:10
First Page:3950
Last Page:3959
DDC classes:004 Informatik
Open access?:Ja
Licence (German):License Logo  Creative Commons - CC BY-NC-ND - Namensnennung - Nicht kommerziell - Keine Bearbeitungen 4.0 International