Chronic customers or increased awareness? The dynamics of social media customer service

• Main Authors: SUN, Shujing, GAO, Yang, RUI, Huaxia
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2021
• Subjects: Strategy; Information; Technology; Economics; and Society (SITES); social media; customer service; complaint management; service awareness; Databases and Information Systems; Social Media
• Online Access: https://ink.library.smu.edu.sg/sis_research/6254; https://ink.library.smu.edu.sg/context/sis_research/article/7257/viewcontent/Chronic_Complainers_or_Increased_Awareness__The_Dynamics_of_Socia.pdf
• Institution: Singapore Management University

Despite that social media has become a promising alternative to traditional call centers, managers hesitate to fully harness its power because they worry that active service intervention may encourage excessive use of the channel by disgruntled customers. This paper sheds light on such a concern by...