The effect of social media interactions on customer relationship management
Olaf Maecker (olaf@olafmaecker.com),
Christian Barrot (christian.barrot@the-klu.org) and
Jan U. Becker (jan.becker@the-klu.org)
Additional contact information
Olaf Maecker: University of Hamburg
Christian Barrot: Kühne Logistics University
Jan U. Becker: Kühne Logistics University
Business Research, 2016, vol. 9, issue 1, No 5, 133-155
Abstract:
Abstract 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.
Keywords: Social media; Brand pages; Customer relationship management; Customer lifecycle (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations: View citations in EconPapers (6)
Downloads: (external link)
http://link.springer.com/10.1007/s40685-016-0027-6 Abstract (text/html)
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:spr:busres:v:9:y:2016:i:1:d:10.1007_s40685-016-0027-6
Ordering information: This journal article can be ordered from
http://www.springer.com/journal/40685
DOI: 10.1007/s40685-016-0027-6
Access Statistics for this article
Business Research is currently edited by Thomas Gehrig
More articles in Business Research from Springer, German Academic Association for Business Research Contact information at EDIRC.
Bibliographic data for series maintained by Sonal Shukla (sonal.shukla@springer.com) and Springer Nature Abstracting and Indexing (indexing@springernature.com).