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Turning complainers into fans : towards a framework for customer services in social media channels

  • 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.

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Author of HS ReutlingenRossmann, Alexander
Erschienen in:International Scientific Conference From Global Crisis to Economic Growth - Which Way to take? : Belgrade, 20.09.2012-22.09.2012
Publisher:University of Belgrade
Place of publication:Belgrade
Editor: Praščević, Aleksandra
Document Type:Conference proceeding
Publication year:2012
Tag:customer loyalty; customer satisfaction; customer service; social media; word of mouth
Page Number:12
First Page:1
Last Page:12
DDC classes:330 Wirtschaft
Open access?:Nein