Research on the Effect of Social Media Implementations for Improved Customer Relations and Services

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Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi
Volume:25 Issue:3
Research on the Effect of Social Media Implementations for Improved Customer Relations and Services

Research on the Effect of Social Media Implementations for Improved Customer Relations and Services

Authors : Ozge Habiboglu, Ceyda Aysuna Türkyılmaz, Cenk Yüksel, Serdar Pirtini

Pages : 792-805

Doi:10.17494/ogusbd.1500838

View : 96 | Download : 79

Publication Date : 2024-11-01

Article Type : Research Paper

Abstract :The primary motivation of this study is to examine the increase in social media usage and the primary reasons behind it. The effects of social media implementations (SMI) on customer relations and services have been investigated in this context. Data were collected from 195 firms operating in Turkey and analyzed using regression analysis. The findings revealed that Social Media Usage (SMU) is essential to customer relations and services. Additionally, it was found that SMIs have a positive impact on improving customer relationships and that the customer engagement initiatives (CEI) and social media strategies (SMS) implemented by firms are strongly associated with improved customer relations and services (ICRS). This research is expected to contribute to the literature by analyzing the effects of social media usage at the firm level.
Keywords : Sosyal Medya Kullanımı, Müşteri Hizmetleri ve Servisi, Sosyal Medya Uygulamaları

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