Use of Social Networking Sites by SMEs to Engage With Their Customers: A Developing Country Perspective

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2020-01-02 DOI:10.1080/15332861.2019.1695180

Shavneet Sharma, Gurmeet Singh, A. Aiyub

引用次数: 30

Abstract

Abstract The purpose of this research is to investigate use of Social Networking Sites by SMEs to engage with their customers. A conceptual framework is developed that tests the relationship between customer satisfaction, customer engagement and customer loyalty. This research adopts a quantitative approach where data is collected from 336 respondents. Analysis is performed using structural equation modeling. The empirical results show that customer satisfaction has a positive influence on customer loyalty. When customer engagement was modeled directly to customer loyalty, a positive relationship was found. The multi-dimensional nature of customer engagement is also confirmed by this study. This study highlights the value of social networks for SMEs and contributes to literature by testing the research model to better understand the research topic.

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中小企业利用社交网站与客户互动：发展中国家视角

摘要本研究的目的是调查中小企业使用社交网站与客户互动的情况。开发了一个概念框架，用于测试客户满意度、客户参与度和客户忠诚度之间的关系。本研究采用定量方法，从336名受访者中收集数据。使用结构方程建模进行分析。实证结果表明，顾客满意度对顾客忠诚有正向影响。当将客户参与度直接建模为客户忠诚度时，发现了一种积极的关系。这项研究也证实了客户参与的多维性。本研究强调了社交网络对中小企业的价值，并通过测试研究模型来更好地理解研究主题，从而为文献做出贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.