دانلود رایگان مقاله لاتین صدای اجتماعی مصرف کننده و استراتژی بازاریابی رابطه ای از سایت الزویر
عنوان فارسی مقاله:
صدای اجتماعی مصرف کننده در عصر رسانه های اجتماعی: مشخصات تقسیم بندی و استراتژی های بازاریابی رابطه ای
عنوان انگلیسی مقاله:
Consumer social voice in the age of social media: Segmentation profiles and relationship marketing strategies
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بخشی از مقاله انگلیسی:
2.4. Relationship marketing and stages of relationships
he profitability of building and sustaining longterm relationships with consumers is well documented in the relationship marketing literature (Berry, 1995; Reichheld, 1996). Social media stands to provide a powerfulrelationship managementtool where companies can interact, engage, and provide customized value to consumers (Clark & Melancon, 2013). Business relationships typically cycle through stages that can give guidance to organizations on how best to maintain commitment and profitability of long-term consumers (Dwyer, Shurr, & Oh, 1987). Given that over 80% of the followers of an organization’s social media sites are likely existing customers, most interaction on social media sites will take place with individuals who are in one of these stages. Though there is different terminology in the literature for various stages in business relationship development, authors typically cite an initiation phase where both parties are exploring the possibility of a relationship (Dwyer et al., 1987; Sheth & Parvatiyar, 2000; Wilson, 1995). Given that commitment is just developing here, it may be unlikely that these consumers utilize social voice. Following the initiation phase, a maintenance phase where both business and consumer develop and maintain commitment is commonly cited (Dwyer et al., 1987; Sheth & Parvatiyar, 2000; Wilson, 1995). The maintenance phase is the critical phase of relationship marketing because in this phase, long-term and mutually beneficial relationship exchanges take place (Wetzels, de Ruyter, & van Birgelen, 1998). Maintenance can continue indefi- nitely so long as there is commitment from both parties. The final stage ofrelationships is dissolution, or the termination of the relationship (Dwyer et al., 1987). The dissolution phase is the least-researched phase in the relationship marketing literature (Coulter & Ligas, 2000; Dwyer et al., 1987; Wilson, 1995) and can be a drawn out process; it seems that much of social voice may take place during this process, and that company response can either seal the termination or prevent the consumer’s exit. Roos and Strandvik (1997) discussed stages of termination. In the initial stage, the consumer perceives a lack of commitment from the business and in the trigger stage, the negative event occurs that causes the consumer to contemplate terminating the relationship. The termination phase is marked by complaining behavior and tense interactions with the service provider. The final outcome of the dissolution stage occurs when the consumer actually exits the organization. Given the public nature of social media and the widespread use of social media as a complaint mechanism, the dissolution stage now has the potential to play out on social media in front of other consumers who are in various relationship stages. Thus, there may be value in understanding how social voice occurs across different relationship stages as well as what strategies might be useful, depending on the consumer’s level of commitment to the organization.
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کلمات کلیدی:
The Art of Customer Loyalty in The Age of ... - Social Media Today https://www.socialmediatoday.com/social.../art-customer-loyalty-age-consumer-experi... Aug 19, 2017 - The Art of Customer Loyalty in The Age of Consumer Experience and Engagement | Social Media For decades, many businesses have relied on customer loyalty programs to offer incentives for consumers to stay committed to their brand. However, many of these programs are becoming increasingly less ... Strategic Customer Relationship Management in the Age of Social Media https://books.google.com/books?isbn=1466685875 Khanlari, Amir - 2015 - Business & Economics SCRM draws on social media tools to engage in a strategy of consumer interaction to manage the consumer/brand relationship. Consumers are using social media to voice their opinions, share their thoughts and experiences, seek advice and information and interact with others about brands (Smithee, 2011). Facebook is ... Digital marketing in the age of the social media influencers - MetrixLab https://www.metrixlab.com/digital-marketing-age-social-media-influencer/ Brands are seeing the value in engaging with consumers via trusted voices of social media influencers as part of their digital campaigns.
