Featured Research

from universities, journals, and other organizations

Impact of new media and technology on customer relationships

Date:
August 31, 2010
Source:
Boston College
Summary:
New research examines how social media are changing the way companies find and interact with customers.

A new media marketing world increasingly dominated by mobile technologies, "shopping bots," recommendation systems and peer-to-peer networks has spawned a radical new online marketplace, challenging the old behaviors of buyers and sellers, according to a new report in the Journal of Service Research.

The old straight line that governed customer relationship management has been replaced by a zig-zagging pathway that more closely resembles a game of pinball -- with risks and rewards waiting for companies that wade into the online marketplace, according to an international team of researchers in the journal's latest edition.

"Making use of these opportunities and avoiding their respective dangers requires a thorough understanding of why consumers are attracted to new media and how they influence consumers' attitudes and behaviors," the authors write. "New strategic and tactical marketing approaches must match the characteristics of new media and their effects on customers."

Social networking sites like Facebook, YouTube, Google and Twitter give customers a bigger role as market players capable of reaching and being reached by almost everyone, anywhere and anytime, according to the authors. Armed with the tools of the Internet, consumers serve as retailers on eBay, producers on YouTube, authors on Wikipedia and critics on Amazon.com.

Further challenging companies in a fast-changing landscape, a personal computer is no longer the base from which customers make decisions. Instead, smart phones, laptops and far-reaching personal portals like Twitter and Facebook have made real-time information exchange an integral element of consumer behavior without restriction to time of day or location.

While these new media are displacing long-established business models and corporate strategies, they also provide new and exciting opportunities for companies to improve customer relationships and expand businesses through strategies that adapt to this constantly changing new media era, according to the international team of authors, which included Thorsten Hennig-Thurau, Bauhaus University of Weimar, Edward C. Malthouse, Northwestern University, Christian Friege, of LichtBlick AG, Sonja Gensler, University of Groningen, Lara Lobschat, University of Cologne, Arvind Rangaswamy, Pennsylvania State University and Bernd Skiera, Gothe University Frankfurt.


Story Source:

The above story is based on materials provided by Boston College. Note: Materials may be edited for content and length.


Cite This Page:

Boston College. "Impact of new media and technology on customer relationships." ScienceDaily. ScienceDaily, 31 August 2010. <www.sciencedaily.com/releases/2010/08/100831134827.htm>.
Boston College. (2010, August 31). Impact of new media and technology on customer relationships. ScienceDaily. Retrieved April 17, 2014 from www.sciencedaily.com/releases/2010/08/100831134827.htm
Boston College. "Impact of new media and technology on customer relationships." ScienceDaily. www.sciencedaily.com/releases/2010/08/100831134827.htm (accessed April 17, 2014).

Share This



More Mind & Brain News

Thursday, April 17, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Are School Dress Codes Too Strict?

Are School Dress Codes Too Strict?

AP (Apr. 16, 2014) Pushing the limits on style and self-expression is a rite of passage for teens and even younger kids. How far should schools go with their dress codes? The courts have sided with schools in an era when school safety is paramount. (April 16) Video provided by AP
Powered by NewsLook.com
Could Even Casual Marijuana Use Alter Your Brain?

Could Even Casual Marijuana Use Alter Your Brain?

Newsy (Apr. 16, 2014) A new study conducted by researchers at Northwestern and Harvard suggests even casual marijuana use can alter your brain. Video provided by Newsy
Powered by NewsLook.com
Couples Who Sleep Less Than An Inch Apart Might Be Happiest

Couples Who Sleep Less Than An Inch Apart Might Be Happiest

Newsy (Apr. 16, 2014) A new study by British researchers suggests couples' sleeping positions might reflect their happiness. Video provided by Newsy
Powered by NewsLook.com
Cognitive Function: Is It All Downhill From Age 24?

Cognitive Function: Is It All Downhill From Age 24?

Newsy (Apr. 15, 2014) A new study out of Canada says cognitive motor performance begins deteriorating around age 24. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins