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Customer Value and Customer Roles on Social Media: A Travel Agency Case Study
International Journal of Business and Information
View Archive Info| Field | Value | |
| Title |
Customer Value and Customer Roles on Social Media: A Travel Agency Case Study
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| Creator |
Yang, Ming-Hsien
Chiang, Chang-Tang Cheng, Ya-Yun Huang, Chin-Chuan |
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| Description |
Customer value is created during the processes of pre-purchase, purchase, and after-purchase, during which customers play different roles. This study analyzes customer value by identifying how customer roles influence and shape customer behavior. Traditionally, customer value is discussed as the relationship between a service provider and customers. The emergence of social media facilitates interaction not only between the service provider and customers, but also among online users. This study focuses on the kinds of value customers can earn from their interaction behaviors on social media, using a Taiwanese travel agency as a case study. The study identifies four types of customer roles and six types of customer value and their corresponding relationships as well. The research findings have several theoretical and practical implications.
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| Publisher |
International Business Academics Consortium
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| Date |
2015-11-14
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
application/pdf
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| Identifier |
https://ijbi.org/ijbi/article/view/101
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| Source |
International Journal of Business and Information; Vol 9 No 4 (2014)
2520-0151 1728-8673 |
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| Language |
eng
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| Relation |
https://ijbi.org/ijbi/article/view/101/108
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| Rights |
Copyright (c) 2015 International Journal of Business and Information
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