ADDING VALUE TO CUSTOMER RELATIONSHIP MANAGEMENT VIA SOCIAL MEDIA : CASE: WENZHOU WANDA CINEMA’S SINA WEIBO

Abstract

As a great invention, social media continues to play an important role of business world. Based on concepts of traditional Customer Relationship Management (CRM), customer value and service quality approach, this thesis briefly introduces social media to business and focus on Social CRM strategy. The aim of the thesis is to explore potential ways to add value to CRM through social media, and be generally on Sina Weibo by taking Wenzhou Wanda Cinema as the case company. Case study was conducted in this thesis, and three data collection methods were applied to fulfil the research: the company’s Sina Weibo pages observation, in-depth interview with administrator concerning the company’s Microblogging and opinion of customer value attributes and customer value elements survey. Based on the result indicated in the thesis, even though the case company faces a positive situation of customer satisfaction, the company not only should enhance the strengthens, such as effective information flow, timeless online booking system, quick response and other good quality services, but also the firm should improve the weaknesses, such as booking process offline and community activities.