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The impact of new media on customer relationships

journal contribution
posted on 2010-08-01, 00:00 authored by T Hennig-Thurau, E C Malthouse, C Friege, S Gensler, L Lobschat, A Rangaswamy, Bernd SkieraBernd Skiera
Recent years have witnessed the rise of new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime. These new media threaten long established business models and corporate strategies, but also provide ample opportunities for growth through new adaptive strategies. This paper introduces a new "pinball" framework of new media's impact on relationships with customers and identifies key new media phenomena which companies should take into account when managing their relationships with customers in the new media universe. For each phenomenon, we identify challenges for researchers and managers which relate to (a) the understanding of consumer behavior, (b) the use of new media to successfully manage customer interactions, and (c) the effective measurement of customers' activities and outcomes.

History

Journal

Journal of service research

Volume

13

Issue

3

Pagination

311 - 330

Publisher

SAGE Publications

Location

London, Eng.

ISSN

1094-6705

eISSN

1552-7379

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal; C Journal article

Copyright notice

2010, The Author(s)