Social media marketing and customer satisfaction pdf

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social media marketing and customer satisfaction pdf

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IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BRANDING AND RELATIONSHIP: A CASE STUDY ON AMAZON

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Issue Date Subjects service design social media review customer satisfaction marketing retail operations N Retail Management. Metadata Show full item record.

Abstract Purpose — The technology evolution compels retail networks to introduce unique business models to retain customers and to gain a competitive advantage. Customer reviews available through social media need to be taken into account by retail networks to design a model with unique service operations and marketing approaches that will improve loyalty by adding value to customers.

Furthermore, the relationship between customer satisfaction and customer spending behaviour is very weak and needs further investigation. Hence the purpose of this paper is to understand how retail network leverage the potential of social media reviews along with unique service operations to satisfy customers.

The study analyses the nexus of: a brand, promotional offers, service operations; and their interaction through social media reviews on customer satisfaction levels. The authors combine the idea of loyalty- and value-based models of Chatterjee The authors employed a survey questionnaire method to elicit opinions of retail customer satisfaction based on social media reviews, service operations and marketing efforts.

The authors derive measures of the model from existing literature and expert opinion. Findings — Social media reviews dramatically impact upon customer satisfaction. Similarly the empirical analysis identifies the significant and positive role played by service operations in customer satisfaction levels.

Interestingly the authors did not find unequivocal support for brand satisfaction impacting on customer satisfaction. However, when promotions interact well with service operations, the level of customer satisfaction is significantly affected. Similarly the authors did not observe a positive outcome when there is an interaction between promotion and social media reviews.

After reading the reviews, some potential buyers make a visit to store before making final decisions and surprisingly, promotional effects do not change their mind set. Practical implications — Research findings confirm the importance of social media reviews, marketing and interaction between promotion and service operations enabling retail networks to build loyalty and value-based models.

Based on customer behaviour, the study suggests a need to consider operational efficiencies when promoting sales; through careful planning, customer satisfaction and profitability levels can be increased. This sends a strong message to the retail network to defend their position within a very competitive business market. Through a considered approach: combining social media reviews, marketing and operations, businesses will be better-placed to survive in the ultra-competitive social media-influenced era.

Citation Ramanathan U, Subramanian N, Parrott G 'Role of social media in retail network operations and marketing to enhance customer satisfaction', International Journal of Operations and Production Management, 37 1 , pp. Publisher Emerald. DOI Type Article. Language en. ISSN Collections Marketing. The following license files are associated with this item: Creative Commons. Export search results.

The role of Social Media, Advertising and Viral Marketing on Customer Satisfaction

The export option will allow you to export the current search results of the entered query to a file. Different formats are available for download. To export the items, click on the button corresponding with the preferred download format. By default, clicking on the export buttons will result in a download of the allowed maximum amount of items. To select a subset of the search results, click "Selective Export" button and make a selection of the items you want to export.

Social media, advertising and other elements of marketing has changed the interaction of consumers and buyers. Through the value creation perspective, we practice mediation impact of consumer purchase intention on customer satisfaction. We practice empirically assessment by structural equation model. We test the relationships among social media, advertising, viral marketing consumer purchase intention and customer satisfaction and found that consumer purchase intention enhance the customer satisfaction. Finding of the study reveals that social media, advertising, viral marketing play a vital role in customer satisfaction but consumer purchase intention enhance the customer satisfaction rather than direct elements. Sample size of the is and data collected by using convenience sampling.

The role of Social Media, Advertising and Viral Marketing on Customer Satisfaction

The use of information technology, especially social media, is currently highly developed in business field. The company conducts marketing activities on social media to attract customers and improve marketing performance. This research aims to examine the effect of social media marketing activities on brand image, brand image on customer satisfaction, customer satisfaction on customer loyalty, and brand image on shopee customer loyalty in Indonesia. This study was designed with a qualitative approach in the form of a theoretical review of the literature reviewing related research. The basic concepts underlined by this research are social media marketing activities, brand image, customer satisfaction, and customer loyalty and the interrelationships of these variables.

View My Stats. This study aimed to find out the description of the level of brand engagement and customer loyalty on Twitter social media users in Indonesia. The research design of this study was a crosssectional method. This study used a descriptive approach and explanatory survey method.

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The role of Social Media, Advertising and Viral Marketing on Customer Satisfaction

Each issue covers review articles on Drug discovery topics, and also publishes full-length reviews related to different subjects in pharmacy and that are of broad readership interest to users in industry, academia, and government. The first issue was published online in December All contributions to Sys. Rev Pharm are reviewed by the peer review process and copyediting process with the understanding that they have not been published previously and are not under consideration for publication elsewhere. Scope of the journal.

Marketing questionnaires are often administered to customers of a certain market or area. It is primarily done in order to draw attention towards a particular product or a service. Search Search As a result a qualitative empirical study was conducted by means of a questionnaire. The strategies offered by them are recommended in nature and lack experimental in support. The case company Gina Tricot was presented in the introduction chapter.

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