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Books > Business & Economics > Business & management > E-commerce
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Social Media and Interactive Communications - A service sector reflective on the challenges for practice and theory (Paperback)
Loot Price: R1,398
Discovery Miles 13 980
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Social Media and Interactive Communications - A service sector reflective on the challenges for practice and theory (Paperback)
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Total price: R1,418
Discovery Miles: 14 180
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The extent to which social media can potentially add value within
various service contexts is not well understood. While at a general
level it would seem that direct and immediate interactive
communication with customers and stakeholders would be of benefit
in terms of general communications, the integration of new media
alongside more traditional marketing activities is not without
difficulty. Many organisations appear seduced by what new
technological communication channels are capable of but evidence
suggests that those same organisations may have limited sensitivity
to the appropriateness of employing social media to add value to
the customers' service experience. Launching social media
initiatives appears low cost and fairly straightforward,
technically, but managing the subsequent interactions and
engagement appropriately, and indeed profitably, can often be
beyond a firm's resources and competencies. In this book the
challenges of effectively managing interactive communications
through social media is described in various service contexts,
(e.g. healthcare, travel, small businesses) and within prevailing,
yet ever more crucial marketing concepts, such as customer
relationship management (CRM) and customer complaining behaviour.
This book was originally published as a special issue of the
Service Industries Journal.
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