عنوان انگلیسی مقاله:

Using Social Media to Manage Customer Complaints: A Preliminary Study

ترجمه عنوان مقاله: استفاده از رسانه های اجتماعی برای مدیریت شکایات مشتری: مطالعه مقدماتی

رشته: مدیریت بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 8 صفحه

منبع: IEEE

نوع فایل: pdf

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چکیده مقاله

As Social Media platforms have become increasingly popular among customers, Firms are still exploring ways to harness the potential of these platforms. The viralness of these platforms increases the reach of customer complaints and exacerbates the impact from follow-up comments by the dissatisfied customers. By analyzing complaint tweets and drawing from Justice theory, we explore how organizations should cope with customer complaints on social media platforms. Our preliminary analysis shows that several important mechanisms that can be used to cope with customer complaints. Practical and theoretical implications are discussed.

مقدمه مقاله

Social media employs mobile and web-based technologies to create highly interactive platforms via which individuals and communities share, co-create, discuss, and modify user-generated content [19]. Social media has been increasingly gaining momentum among top management as tools to enhance organization’s internal collaboration, information flows, employee morale (e.g., [17]), and interact with their customers, business partners, suppliers as well as competitors ([8],[11]). In particular, the extensive use of social media by individuals and companies has transformed the traditional mechanisms of customer-to-company and customer-to-customer interactions [11] and made it an emerging field for research [1].

 

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