عنوان انگلیسی مقاله:

The impact of virtual mirroring on customer satisfaction

ترجمه عنوان مقاله: تاثیر آینه سازی مجازی بر رضایت مشتری

رشته: مدیریت بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Abstract

We investigate the impact of a novel method called “virtual mirroring” to promote employee self-reflection and impact customer satisfaction. The method is based on measuring communication patterns, through social network and semantic analysis, and mirroring them back to the individual. Our goal is to demonstrate that self-reflection can trigger a change in communication behaviors, which lead to increased customer satisfaction. We illustrate and test our approach analyzing e-mails of a large global services company by comparing changes in customer satisfaction associated with team leaders exposed to virtual mirroring (the experimental group).

We find an increase in customer satisfaction in the experimental group and a decrease in the control group (team leaders not involved in the virtual mirroring process). With regard to the individual communication indicators, we find that customer satisfaction is higher when employees are more responsive, use a simpler language, are embedded in less centralized communication networks, and show more stable leadership patterns.

Keywords: Communication patterns, Semantic analysis, Social network analysis, Mirroring, Feedback, Customer satisfaction

مقدمه مقاله

Introduction

Just like the human body shiverswhen it has a fever, an organization frequently has a vague feeling that something is amiss, but is unable to pinpoint what is wrong. Similarly to the thermometer measuring the health of the body,we propose a novel approach to assess organizational health by calculating a series of communication metrics between individuals in the organization. Our goal is to demonstrate that offering individuals the opportunity to reflect on their own communication behaviors has the potential to change those behaviors and ultimately affect customer satisfaction.
Since the effects of feedback interventions—or mirroring sessions as we call them—on performance is far from being clearly explained (Hattie & Timperley, 2007; Kluger & DeNisi, 1996), our goal is to offer empirical evidence that there might be a positive association between increasing awareness of your own communication behaviors and an improvement of such behaviors. Just like mirror neurons put the self and the other back together and map the actions of the other into the self (Iacoboni, 2009, p. 155), our virtual mirroring process is grounded on the idea that self-awareness requires socialization and continuous dialog on the impact that our words and behaviors have on others.

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