Artikel
The effect of social media interactions on customer relationship management
In recent years, social media have become a popular channel through which customers and companies can interact. However, companies struggle to assess whether their investments in establishing and maintaining brand pages in social media actually meet their high expectations with respect to developing and retaining customers. Based on three empirical studies, the authors explore the role of interactions through corporate social media channels, such as Facebook brand pages, in customer relationship management. The results indicate that social media interactions indeed ease the upselling efforts and reduce the risk of churn. These positive effects offset the observed increases with regard to the number of service requests and the higher overall service cost. Thus, we ultimately find customers who interact with the brand on social media to be more profitable.
- Sprache
-
Englisch
- Erschienen in
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Journal: Business Research ; ISSN: 2198-2627 ; Volume: 9 ; Year: 2016 ; Issue: 1 ; Pages: 133-155 ; Heidelberg: Springer
- Klassifikation
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Management
- Thema
-
Social media
Brand pages
Customer relationship management
Customer lifecycle
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Maecker, Olaf
Barrot, Christian
Becker, Jan U.
- Ereignis
-
Veröffentlichung
- (wer)
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Springer
- (wo)
-
Heidelberg
- (wann)
-
2016
- DOI
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doi:10.1007/s40685-016-0027-6
- Handle
- Letzte Aktualisierung
-
20.09.2024, 08:21 MESZ
Datenpartner
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Maecker, Olaf
- Barrot, Christian
- Becker, Jan U.
- Springer
Entstanden
- 2016
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