 Study: The use of social media for service delivery: How do end-users use customer service 2.0?Marcus Diedrich ()
Marketing Science & Inspirations, 2017, vol. 12, issue 2, 2-11 Abstract: The study is based on the question how the customer uses the service of companies in times of Web 2.0. The online survey was based on a standardized questionnaire. The target group were end users, who connect daily with goods and services from various suppliers and consciously or unconsciously use the service of companies every day. It was not possible to complete the questionnaire repeatedly, thus preventing a distortion of the results. A limitation is made via the IP address of the interviewee. With regard to answering the research question, the terms Web 2.0 and Customer Service 2.0 are defined first. It also addresses the challenges of Web 2.0 and customer expectations. Digitization captures every aspect of life, whether it is private or professional. The role of customers is increasingly influenced by digital change. With Web 2.0 technologies and social media, customer service has changed massively. Customers expect competent responses, quick reactions and a perfect digital service from companies. Therefore, they must consider not only the communication with the customer, but also their customer service. Keywords: social media marketing; customer service; web 2.0; service (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:12:y:2017:i:2:p:2-11 Access Statistics for this article More articles in Marketing Science & Inspirations from Comenius University in Bratislava, Faculty of Management Contact information at EDIRC. |
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