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Follow on Google News | What happens when employees and customers join social media? Friends expect discountsShould business organizations encourage their employees to interact with their customers’ on Facebook, Twitter, and LinkedIn?
By: Dr. Mark S. Rosenbaum Lead researcher, Mark Rosenbaum, Kohl’s Corporation Professor of Retail Marketing explains this finding by stating, “When customers and employees are linked together on social media sites, customers interpret these linkages as having a financial benefit, as opposed to traditional friendships benefits, such as companionship. In other words, customers view social media linkages with employees as commercial friendships that offer them relational benefits, typically financial discounts.” The findings reveal that customer-employee relationships dramatically change with social media linkages, as customers believe that social relationships propel them to “best customer status” “Overall, the findings highlight a dark side to customer-employee social media relationships and bring into question whether employees should even attempt to be friends with customers outside of an organizationally controlled venue,” The study was published in the International Journal of Retail and Distribution Management. End
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