The Impact of New Media on Customer Relationships
Recent years have witnessed the rise of new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime. These new media threaten long established business models...
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| Veröffentlicht in: | Journal of service research : JSR 2010-08, Vol.13 (3), p.311-330 |
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| container_title | Journal of service research : JSR |
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| creator | Hennig-Thurau, Thorsten Malthouse, Edward C. Friege, Christian Gensler, Sonja Lobschat, Lara Rangaswamy, Arvind Skiera, Bernd |
| description | Recent years have witnessed the rise of new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime. These new media threaten long established business models and corporate strategies, but also provide ample opportunities for growth through new adaptive strategies. This paper introduces a new ‘‘pinball’’ framework of new media’s impact on relationships with customers and identifies key new media phenomena which companies should take into account when managing their relationships with customers in the new media universe. For each phenomenon, we identify challenges for researchers and managers which relate to (a) the understanding of consumer behavior, (b) the use of new media to successfully manage customer interactions, and (c) the effective measurement of customers’ activities and outcomes. |
| doi_str_mv | 10.1177/1094670510375460 |
| format | Article |
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| ispartof | Journal of service research : JSR, 2010-08, Vol.13 (3), p.311-330 |
| issn | 1094-6705 1552-7379 |
| language | eng |
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| source | SAGE Complete |
| subjects | Consumer behavior Customer relations Customers Impact analysis Marketing Social networks Studies |
| title | The Impact of New Media on Customer Relationships |
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