The Squeaky Wheel Gets the Grease-An Empirical Analysis of Customer Voice and Firm Intervention on Twitter

Volume: 34, Issue: 5, Pages: 627 - 645
Published: Sep 1, 2015
Abstract
Firms are increasingly engaging with customers on social media. Despite this heightened interest, guidance for effective engagement is lacking. In this study, we investigate customers' compliments and complaints and firms' service interventions on social media. We develop a dynamic choice model that explicitly accounts for the evolutions of both customers' voicing decisions and their relationships with the firm. Voices are driven by both the...
Paper Details
Title
The Squeaky Wheel Gets the Grease-An Empirical Analysis of Customer Voice and Firm Intervention on Twitter
Published Date
Sep 1, 2015
Volume
34
Issue
5
Pages
627 - 645
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