A Techno-Business Platform to Improve Customer Experience Following the Brand Crisis Recovery: A B2B Perspective

Rajat Kumar Behera (), Pradip Kumar Bala (), Nripendra P. Rana () and Hatice Kizgin ()
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Rajat Kumar Behera: Kalinga Institute of Industrial Technology (KIIT) Deemed to be University
Pradip Kumar Bala: Indian Institute of Management Ranchi
Nripendra P. Rana: Qatar University
Hatice Kizgin: University of Twente

Information Systems Frontiers, 2022, vol. 24, issue 6, No 15, 2027-2051

Abstract: Abstract A platform is a business model that allows business-to-business (B2B) participants to connect, interacts, create and exchange value. B2B exploits social media for brand building and branding is vulnerable to attacks, which leads to a brand crisis. B2B should characterise such crisis and respond proportionally to avert damage to social listening (SL). To diminish damages, the solution is to measure customer experience (CX), especially in a crisis situation. The study proposes an analytics-enabled customer experience (AeCX) platform for emotion detection in social media and measures CX after recovering from such crisis, by exploring recovery time objective (RTO), recovery point objective (RPO), techno-business features (TBF), SL and perceived risk (PR). A quantitative research methodology is used on primary data collected from 302 B2B participants. The study reveals improvement in CX and the results provide evidence that social media channels and the TBF of AeCX have become important.

Keywords: Post brand crisis; Techno-business platform; Customer experience; Social media; B2B (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s10796-021-10231-8

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