The impact of social media use on customer experiences within physical service environments

IF 3.8 4区 管理学 Q2 BUSINESS
Raechel Johns, M. Walsh, Naomi F. Dale
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Abstract

Purpose To understand the impact of mobile social media use on absorption within the customer experience, and overall engagement with the physical service context, a qualitative research study was undertaken. In particular, this study aims to understand the impact of mobile technology use on service engagement by tourists. Design/methodology/approach In this study, two groups of tourists were sent to a zoo wildlife lodge for one night. Half the group were permitted to use social media during their stay while the other half were instructed to refrain from actively using their social media accounts for the duration of their visit. The following day, in-depth qualitative interviews were conducted with each couple to explore how the use of social media or refraining from social media use impacted on their absorption within the service customer experience. Findings The findings suggest that engagement with their physical surroundings and the overall customer experience was increased when refraining from social media; however, respondents marketed the tourism provider enthusiastically when using mobile social media during their stay, compared with the group that was not using social media during the stay. Research limitations/implications Despite a relatively small sample, a series of recommendations for service researchers and service providers have been generated through this research. For example, the methodology used can provide new ideas for researchers seeking to explore service customer experiences and engagement with the physical context. Service providers can also use recommendations around device free days to provide more immersive service customer experiences. Originality/value Research within marketing typically does not use quasi-experimental design or paired interviews, as used in this study. Furthermore, the understanding of the impact of mobile social media use on engagement with a physical service environment has received very little attention in the academic literature.
在实体服务环境中使用社交媒体对客户体验的影响
目的为了了解移动社交媒体的使用对客户体验的吸收以及对实体服务环境的整体参与的影响,进行了一项定性研究。特别是,本研究旨在了解移动技术的使用对游客服务参与的影响。设计/方法/方法在这项研究中,两组游客被送到动物园的野生动物小屋过夜。其中一半被允许在逗留期间使用社交媒体,另一半被指示在访问期间不要积极使用社交媒体账户。第二天,对每对夫妇进行了深入的定性采访,探讨使用社交媒体或避免使用社交媒体如何影响他们对服务客户体验的吸收。调查结果表明,当不使用社交媒体时,他们对周围环境的参与度和整体客户体验都会增加;然而,与在逗留期间不使用社交媒体的群体相比,受访者在逗留期间使用移动社交媒体时热情地推销旅游提供商。研究局限性/含义尽管样本相对较小,但通过这项研究,已经为服务研究人员和服务提供商提出了一系列建议。例如,所使用的方法可以为寻求探索服务客户体验和物理环境参与度的研究人员提供新的想法。服务提供商还可以在无设备日前后使用推荐,以提供更身临其境的服务客户体验。原创性/价值营销研究通常不使用本研究中使用的准实验设计或配对访谈。此外,关于移动社交媒体的使用对物理服务环境的影响的理解在学术文献中很少受到关注。
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来源期刊
CiteScore
7.80
自引率
20.50%
发文量
63
期刊介绍: ■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.
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