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Customer services in the digital transformation: social media versus hotline channel performance

  • Due to the digital transformation online service strategies have gained prominence in practice as well as in the theory of service management. This study examines the efficacy of different types of service channels in customer complaint handling. The theoretical framework, developed using complaint handling and social media literature, is tested against data collected from two different channels (hotline and social media) of a German telecommunication service provider. We contribute to the understanding of firm’s multichannel distribution strategy in two ways: a) by conceptualizing and evaluating complaint handling quality across traditional and social media channels, and b) by testing the impact of complaint handling quality on key performance outcomes like customer loyalty, positive word-of-mouth, and cross purchase intentions.

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Author of HS ReutlingenRossmann, Alexander; Stei, Gerald
Erschienen in:Digital Enterprise Computing (DEC 2015) : June 25-26, 2015, Böblingen, Germany
Publisher:Gesellschaft für Informatik
Place of publication:Bonn
Editor:Alfred ZimmermannORCiD, Alexander RossmannORCiD
Document Type:Conference proceeding
Publication year:2015
Tag:complaint handling; customer loyalty; customer satisfaction; multichannel; social media; word-of-mouth
Page Number:10
First Page:27
Last Page:38
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:004 Informatik
Open access?:Ja
Licence (German):License Logo  Open Access