Social Media Impacts on Customer Satisfaction in Food and Beverage Business : Case of Juicy Rolly
Nguyen, Giang (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021061015525
https://urn.fi/URN:NBN:fi:amk-2021061015525
Tiivistelmä
The thesis aimed to examine social media as an integrated marketing communication tool and its impacts on customer satisfaction, focus on the food and beverage (F&B) industry. The thesis also studied F&B customer behavior in the capital area of Finland and analyzed a case company’s social media marketing. The objective of the research was to provide improvement recommendations for the case company’s social media marketing.
The thesis started with theoretical background which consisted of various literature, academic writings, journals and online materials as references for deep understanding of the research subjects. The theory overview was divided into two sections, social media and customer satisfaction.
Empirical findings for the research were data collected from of a F&B customer survey conducted via social media channels, as well as information and structured observation of the case company’s social media. The survey data was analyzed using quantitative method.
The results of this study indicate the importance of developing effective social media marketing for the case company, in regard to the aspects of expanding social media channels, productively handling electronic word-of-mouth (e-WOM) and upgrading the online contents.
The thesis started with theoretical background which consisted of various literature, academic writings, journals and online materials as references for deep understanding of the research subjects. The theory overview was divided into two sections, social media and customer satisfaction.
Empirical findings for the research were data collected from of a F&B customer survey conducted via social media channels, as well as information and structured observation of the case company’s social media. The survey data was analyzed using quantitative method.
The results of this study indicate the importance of developing effective social media marketing for the case company, in regard to the aspects of expanding social media channels, productively handling electronic word-of-mouth (e-WOM) and upgrading the online contents.