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Does the “Like” Habit of Social Networking Services Lower the Psychological Barriers to Recommendation Intention in Surveys?

Kato Takumi ()
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Kato Takumi: Graduate School of Humanities and Social Sciences, Saitama University, Japan

Business Systems Research, 2021, vol. 12, issue 1, 216-227

Abstract: Background: Companies often measure their customers’ recommendation intention using the loyalty index based on the idea that a customer who has high loyalty and is committed to a brand has the confidence to recommend it to others. The psychological barrier is higher for recommendation intention, which may influence the behavior of others than for satisfaction on an individual level. However, the action of recommending has become commonplace due to the spread of social networking services (SNS). Pushing the “like” button for posts by family, friends, and co-workers has become an ingrained practice for consumers. Therefore, it is thought that “like” habits in SNS may lower the psychological barriers to the recommendation.

Keywords: customer relationship management; loyalty; customer survey; social networking services (search for similar items in EconPapers)
JEL-codes: M10 M31 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:bit:bsrysr:v:12:y:2021:i:1:p:216-227:n:11

DOI: 10.2478/bsrj-2021-0014

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