| Project/Area Number |
25885098
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| Research Category |
Grant-in-Aid for Research Activity Start-up
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Doshisha University |
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Principal Investigator |
SANO Kaede 同志社大学, 商学部, 助教 (60707298)
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| Project Period (FY) |
2013-08-30 – 2015-03-31
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| Project Status |
Completed (Fiscal Year 2014)
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| Budget Amount *help |
¥2,730,000 (Direct Cost: ¥2,100,000、Indirect Cost: ¥630,000)
Fiscal Year 2014: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2013: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
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| Keywords | ソーシャルメディア / 顧客満足 / 再購買行動 / 口コミ / サービス / サービス業 / 商業化 / ポジティブな口コミ / 再利用行動 / コミットメント |
|---|
| Outline of Final Research Achievements |
This research selected service industry as research object and aims to explore (1) how customers in different culture are influenced by social media, (2) how social media can be practiced into real business world and (3) how to build a long-term relationship with customers through social media.
To achieve the research purposes above, qualitative and quantative analyses have been employed. As a result, the customers with different culture background show their different attitude and recognition to social media. Moreover, it has been clarified that the effectiveness of social media positively affect customer satisfaction, positive WOM and repurchase behavior.
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