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Bakkalaureatsarbeit

Applicab­ility of Web 2.0 tools for customer retentio­n

15.502 Wörter / ~69 Seiten sternsternsternsternstern_0.75 Autorin Tomás Paulitsch im Jan. 2012
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Applicability of Web 2.0 tools for customer retention: BACHELOR�S PAPER: Web 2.0 Tools that can create value for companies
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Bakkalaureatsarbeit
Marktforschung

Universität, Schule

Fachhochschule Krems - FH

Note, Lehrer, Jahr

2010, Schüssler

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Tomás Paulitsch ©
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4.2.4.   Establishing enthusiasm and emotions

Emotions and enthusiasm heavily influence customers’ perception of and attitude towards a company and its products.[18]

Facebook, like most of online communities or social networks[19], is built on emotions, such as a sense of belonging or a corporate feeling, which are perceived by a user. The stronger those emotions are, the more a user is following the community and will continue to do so. Competitions on corporal pages or discussions and participations in groups at Facebook, e.g. where the first 1000 users who click the “like” button win a product sample, can build emotions and also enthusiasm about a company.

The negative side can be that groups and pages are over-used for advertisement and thus, people can easily feel spammed by a company and hence create negative feelings.

When reacting to a Tweet, this normally involves emotions or at least an opinion about a certain topic. As a community Twitter also creates a sense of belonging and corporate feeling and hence emotions also play a role. Twitter’s advantage is that companies can easily find followers and engage with people even before they are their friends. Thus, emotions can already be created through a very interesting or helpful Tweet at an early stage of the causal chain of customer retention when satisfaction and value are built.

Positive feelings can also be established through public handling of negative issues, such as customers’ complaints.

4.2.5.   Supporting dialog

The support of dialogs between suppliers and buyers in order to mutually exchange information and opinions is especially important for the creation of customer loyalty. [20]

Companies can support dialog and discussions by creating a group on Facebook. Given that the discussion tab is active every member can start a discussion which can be commented on by any other member of the group. Group discussions need some monitoring and policies in order to be sure not to be overrun by spammers and to keep a friendly atmosphere.

Nevertheless the disadvantage of Facebook groups is that discussions can only be joined a.....[Volltext lesen]

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4.3. Summary

As a last chapter of this thesis the applicability of Web 2.0 tools for customer retention was examined in the fields of application in the e-commerce sector. Furthermore two Web 2.0 applications were analyzed into detail as an exemplary, namely Facebook and Twitter. The potential of Web 2.0 tools for customer retention is given and companies investing in this sector can experience improvement.

As shown by the two Web 2.0 applications Facebook and Twitter, there is a potential possibility to conduct successful online marketing whenever used the right way.

Hence the following research question was answered in this chapter:

-       How can Web 2.0 tools be used in order to successfully manage customer retention?

5.  Conclusion

Web 2.0 tools, as defined in chapter 2.2. can be used in all areas of application of e-commerce, some even in more than one at the same time. The four areas, namely product mix, price, communication and front-end policy, are mainly operable in earlier stages of the customer retention process, such as building trust and acceptance, or increasing customer satisfaction and loyalty.

A social network, as one of the most useful marketing tools in Web 2.0, is applicable in three of the four respective areas. Thus, a big potential for marketing through Web 2.0 applications such as Facebook, MySpace or Twitter is shown. This versatility is furthermore analyzed in chapter 4.2. by comparing the two social networks Facebook and Twitter.

Both Facebook and Twitter offer potential for retaining customers in different areas such as communication between supplier and customer, the exchange of information and opinions, segmentation and targeting of customers and the identification of trends and collection of customer data.

Whereas Facebook’s main advantage is its huge user database and the many different ways of possible marketing, Twitter has the advantage of easy gaining of followers and engagement with people before they are a company’s friend or fan. Only until recently Twitter’s biggest advantage was its pro-developer stance, with the possibility for everyone to create net applicati.....

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[11] See also: Chapter 3.1. Definition

[12] “Customer defection is the loss of the whole or a portion of a customer’s business”, Source: Goeke, McClung, & Reidenbach, 2002, p. 210.

[13] See also: Chapter 2.2.3.1. Example

[14] See also: Chapter 3.3.1.2. Customer satisfaction and Value; 3.4.1. Fundamentals of managing customer retention

[15] See also: Chapter 2.2.3.1. Example

[16] See also: Chapter 2.4. Managing customer retention

[17] See also: Chapter 3.3.1.3. The loyalty stage

[18] See also: Chapter 3.3.1.3. The loyalty stage

[19] See also: Chapter 2.2.4. Community and social network

[20] See also: Chapter 3.3.1.3. The loyalty stage

[21] See also: Chapter 3.3.1.4. The final outcome: .....


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