Integration of social networking sites (with focus on Facebook) into CRM
Nguyen, Ngoc Phuong Dung (2015)
Nguyen, Ngoc Phuong Dung
Savonia-ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201503193333
https://urn.fi/URN:NBN:fi:amk-201503193333
Tiivistelmä
This study provides the background of social networking sites, and integration of one of their applications (Facebook) into customer relationship management. Since technological advances change and improve the way people communicate with each other that may also have effects on relationship building. Apart from being used for connecting, entertaining, social networking sites are deployed for supporting business activities by many organisations, such as advertising, promoting brand. However, they are still limited in the use of reinforcing customer relationships.
The aims of the research were to figure out businesses’ attitudes towards combining Facebook with customer relationship management, and to examine its usage and effectiveness in reinforcing company-customer relationships. The research was conducted by quantitative method with the questionnaire survey sent to companies chosen as participants in the city of Kuopio, Finland.
The research results indicates Facebook has not attracted both companies’ and their customer attention that leads to narrow focus on interaction between the two parties across Facebook. Nonetheless, the results cannot reach generalisation about Facebook usage in Kuopio business context. Based on the research, further study is suggested to improve the outcome by designing questionnaires in both English and Finnish since English is not utilised commonly in those businesses. Moreover, answer options should be shortened, and some questions need changing their types in order to maximise response rate as well as gain more in-depth understanding of relationship reinforcement-related activities across Facebook from participants’ perspectives.
The aims of the research were to figure out businesses’ attitudes towards combining Facebook with customer relationship management, and to examine its usage and effectiveness in reinforcing company-customer relationships. The research was conducted by quantitative method with the questionnaire survey sent to companies chosen as participants in the city of Kuopio, Finland.
The research results indicates Facebook has not attracted both companies’ and their customer attention that leads to narrow focus on interaction between the two parties across Facebook. Nonetheless, the results cannot reach generalisation about Facebook usage in Kuopio business context. Based on the research, further study is suggested to improve the outcome by designing questionnaires in both English and Finnish since English is not utilised commonly in those businesses. Moreover, answer options should be shortened, and some questions need changing their types in order to maximise response rate as well as gain more in-depth understanding of relationship reinforcement-related activities across Facebook from participants’ perspectives.