Abstract
In recent years, micro-blog, a kind of Social Network service (SNS), has been adopted as a popular way for people to interact with their significant others. Nowadays, people can exchange short messages via various digital devices through micro-blogging. Witnessing this trend, practitioners strive hard to seek opportunities in utilizing micro-blogging for better customer reach. Numerous studies have also investigated this phenomenon. While previous studies primarily placed their focus on people’s motivation to use SNS, usage pattern and potential applications in various discipline, to our best knowledge, Research on micro-blog is still in its infancy and the core concept of SNS, i.e. social relationship, is rarely addressed. This study thus proposed a framework to investigate the effect that micro-blog are to exert on consumer’s relationship with firms. Results suggested that system quality, interaction quality, and relationship benefits are influential to relationship quality which contributes to loyalty. Implications of research findings are also to be discussed in this study.
Recommended Citation
Wang, Shu-ming and Yu, Hueiju, "Build Customer Loyalty Using Microblog – A Relationship Perspective" (2012). AMCIS 2012 Proceedings. 7.
https://aisel.aisnet.org/amcis2012/proceedings/EBusiness/7
Build Customer Loyalty Using Microblog – A Relationship Perspective
In recent years, micro-blog, a kind of Social Network service (SNS), has been adopted as a popular way for people to interact with their significant others. Nowadays, people can exchange short messages via various digital devices through micro-blogging. Witnessing this trend, practitioners strive hard to seek opportunities in utilizing micro-blogging for better customer reach. Numerous studies have also investigated this phenomenon. While previous studies primarily placed their focus on people’s motivation to use SNS, usage pattern and potential applications in various discipline, to our best knowledge, Research on micro-blog is still in its infancy and the core concept of SNS, i.e. social relationship, is rarely addressed. This study thus proposed a framework to investigate the effect that micro-blog are to exert on consumer’s relationship with firms. Results suggested that system quality, interaction quality, and relationship benefits are influential to relationship quality which contributes to loyalty. Implications of research findings are also to be discussed in this study.