Social networks and customer loyalty: review of loyalty keys and main social networks publications' characteristics.

IF 2.6 3区心理学 Q2 PSYCHOLOGY, MULTIDISCIPLINARY

Frontiers in Psychology Pub Date : 2023-10-20 eCollection Date: 2023-01-01 DOI:10.3389/fpsyg.2023.1286445

Nélida Dávila Espuela, Maria Dolores Reina Paz, Claudia Sevilla Sevilla

引用次数: 0

Abstract

The aim of this work is to shed light on the characteristics and relationship between customer loyalty and publications by the companies on social networks; it has been undertaken with the aid of an exhaustive review of previous studies from 1994 up to the present time. The purpose of the research is to generate a model that can tackle the practical characteristics of the publications on social networks to encourage loyalty. With a view to this, a model is developed that is an extension of the traditional "Four Stage Loyalty Model" based on other constructions of the same model, and combined with the characteristics of social networks publications defined in earlier literature. This reflexive approach is particularly important here due to the fact that companies have to be closer to customers' requirements and customers have the option to choose from which type of communication they wish to be the object.

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社交网络与客户忠诚度：忠诚度关键和主要社交网络出版物特征综述。

这项工作的目的是阐明客户忠诚度与公司在社交网络上发布的出版物之间的特征和关系；这项研究是在对1994年至今的先前研究进行详尽审查的帮助下进行的。该研究的目的是生成一个模型，该模型可以处理社交网络上出版物的实际特征，以鼓励忠诚度。鉴于此，在传统的“四阶段忠诚度模型”的基础上，结合早期文献中定义的社交网络出版物的特点，开发了一个模型，该模型是对传统“四阶段忠诚模型”的扩展。这种反射性方法在这里特别重要，因为公司必须更接近客户的要求，客户可以选择他们希望成为对象的通信类型。

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

Frontiers in Psychology PSYCHOLOGY, MULTIDISCIPLINARY-

CiteScore

5.30

自引率

13.20%

发文量

7396

审稿时长

14 weeks

期刊介绍： Frontiers in Psychology is the largest journal in its field, publishing rigorously peer-reviewed research across the psychological sciences, from clinical research to cognitive science, from perception to consciousness, from imaging studies to human factors, and from animal cognition to social psychology. Field Chief Editor Axel Cleeremans at the Free University of Brussels is supported by an outstanding Editorial Board of international researchers. This multidisciplinary open-access journal is at the forefront of disseminating and communicating scientific knowledge and impactful discoveries to researchers, academics, clinicians and the public worldwide. The journal publishes the best research across the entire field of psychology. Today, psychological science is becoming increasingly important at all levels of society, from the treatment of clinical disorders to our basic understanding of how the mind works. It is highly interdisciplinary, borrowing questions from philosophy, methods from neuroscience and insights from clinical practice - all in the goal of furthering our grasp of human nature and society, as well as our ability to develop new intervention methods.