Identifying and Responding to Customer Needs on Facebook Fan Pages

Aikaterini Manthiou, Lanlung Chiang and Liang (Rebecca) Tang
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Aikaterini Manthiou: Department of Marketing, Rouen Business School, Mont-Saint-Aignan, France
Lanlung Chiang: College of Management, Yuan Ze University, ChungLi, Taiwan
Liang (Rebecca) Tang: Department of Apparel, Events, and Hospitality Management, College of Human Science, Iowa State University, Ames, IA, USA

International Journal of Technology and Human Interaction (IJTHI), 2013, vol. 9, issue 3, 36-52

Abstract: Understanding the needs or expectations customers aim to pursue is the priority of marketing communications. This study employed a theoretical approach to identify and respond to the needs that consumers seek to satisfy on fan pages. The customer needs were evaluated from functional, hedonic, social, and psychological perspectives. A two-step confirmatory factor analysis was applied. All four of the need components make significant contributions to the overall need on fan pages. Businesses in the food service industry are advised to build an emotional bond with consumers, enhance two-way communication, provide useful information and encourage entertainment on their fan pages.

Date: 2013
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