2014 Fiscal Year Final Research Report
The commodification of social media in service industry
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 |
Research Field |
Commerce
|
Research Institution | Doshisha University |
Principal Investigator |
SANO Kaede 同志社大学, 商学部, 助教 (60707298)
|
Project Period (FY) |
2013-08-30 – 2015-03-31
|
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 |
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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Free Research Field |
商学
|