Impact of Social Media on Customer Satisfaction

Question: Discuss about a Case Study for the Impact of Social Media on Customer Satisfaction? Answer: Introduction Social media is one of the major aspects of communication between people, and it is growing interest among the common people frequently. Social media also has a major impact on customer satisfaction because of decreased operational costs and increased usage of individual options for innovation and development. In this research, the researcher has taken a business issue that is reflecting most customers under the event of online media. Due to this issue, a major problem is constantly increasing (Bondarouk and Olivas-Lujan 2013). Growing interests of social media have attracted most customers, but it had also made people not to look at other areas of their business. Hence, the main purpose of the research is to find an issue to observe which the areas social media is affecting customer satisfaction are. The researcher will also look at the major issues that how social media is hampering business decisions of most customers. Hence, the topic clearly suggests that there has been a gap cr eated by the individuals due to the rise of social media (Wikstrm and Ellonen 2012). Background of the study This part will focus on the orientation of the topic by the advent of researcher's choice. This will highlight the perspective of establishing factors that reduce use of social media among the customers. Growing demand has been a major interest of customers to attract on social platforms like Facebook, Twitter, Google +, Pinterest. Thus, individuals find social media as their prime source of communication with their friends, families, and other relatives (Wahab and Abdullah 2013). Since social media is one of the best networks that people find but it also has a setback that frequent use of this media may hamper the individual. It is also seen that social media proves to be one of the powerful tools for building the reputation of the business but also can damage the reputation of business if it is unprepared for the storm of social media presences (Vitak 2012). Rationale of the research The researcher has intended a rationale of the topic by assuming key events of the impact of social media on customer satisfaction. This may be functional at times but also can be inconsistent in making a good presence among major individuals (Usai 2013). What is the issue? The researcher has intended a major issue in the topic that poor customer service has made increasing cost of financial benefits. This has decreased the quality of service quality. In order, it has also decreased customer interests that may be associated with other areas of business in the financial economy (Soriano 2013). Why is it an issue? It is observed particularly that social media is a ferry magnet that will attract customers. Lack of customer service is an area where individuals feel uncomfortable. Technology has also added a prime area for customer satisfaction (Ramzan 2013). Thus, the issue happens because of increasing service profitability that decreases the growth of business territories among most customers. Research questions The researcher has taken various questions to make the research effective, which are as follows: What is the impact of social media on customer satisfaction? How would you evaluate that social media losses interest of most customers? What are the necessary recommendations to reduce the frequent use of social media among the customers? Significance of the research Social media is a prime factor that is associated with decision-making process among most customers. This is involved because customers find interest in using various social media applications like Facebook, Twitter, Pinterest and others. Thus, the main area researcher needs to focus is on the growing intervention that is affecting customers in using social media frequently (Oliveira and Gimeno 2014). This will assume that competitors, which fail to monitor the social media channels, fall badly on the decision-making process. Literature review In this research, the researcher will discuss core aspects of the literary content to evaluate models and theories of the topic. Social media has been growing continuously in the contemporary world. Thus, this will also link to customer satisfaction by developing a literary content in this study (Nowak 2012). Communication theory of social media Small businesses have always benefited the social media marketing plan. In this theory, various social media efforts are made to understand levels of suspicion and believability among the customers. It would also boost the company's reputation through social media maze (Mandiberg 2012). Depending on the rules and regulations, the consumers would make good efficiency in marketing. Thus, the ideas demonstrated in this theory are as follows: Owned Content When a website is launched, there must be news release or descriptions of the product under the owned content. Potential customers view that the owned content must be suspicious if they have a direct control on self-serving of customers. Moreover, this owned content should back up any claims related to testimonials and other suspicions (Kassa and Kassa 2013). If these links allow social networking usage, then there should be a large number of people engaged with suspicion towards owned content. Paid Content This includes any outlet that prioritizes company's regulations. Here, the public relations services have an area to distribute their news. However, the advertisements equally are paid a good content. Moreover, the buying public relations recognize the content that comes directly from the customers (Islam and Gul 2012). Therefore, it should be used with a well-paid content that offers consumers to evaluate themselves in a successful manner. Earned Content Consumers believe that they must own content that is directly linked to the company. If any news made through the company regulates a successful change, then there may include reviewers, bloggers, and marketers to favor company's product. In addition, the earned content should be evolved with the help of online writers to get positives from the company (Horowitz 2013). Two-Way Communication It is seen that at all levels of social media marketing, there is always a two-way communication. If the responses get better, the social media will offer the opportunity to talk with the customers in directing the messages through a one-way mode. However, the approach seems to be better if social media marketing approaches are directed to give a feedback among the customers (Henderson 2013). Kano model of customer satisfaction The Kano model was introduced to develop a preference of customers in an effective manner by introducing delighters, exciters, and satisfies. This would develop various utilities that describe major functions that are as follows: Must be a Quality based In this section, the attributes are taken as granted to fulfill the best results for dissatisfaction. Customers are dissatisfied here because they do not think that improving good customer satisfaction levels would improve their efficiency (Dorenda-Zaborowicz 2012). One-dimensional Quality These attributes result in a satisfaction level that fulfills their correlations on a wide territory. In this segment, the attributes are found to be under an assumption where companies compete on the referring product (Cromity 2012). Attractive Quality In this segment, the attributes are formed with providing a good satisfaction level but sometimes they feel dissatisfaction in them. Here, the attributes are normally justified that could be intended for price hike or the product purchased from the market. Indifferent Quality This section will refer to the inspection of products that are neither good nor bad. They also form a result of customer satisfaction levels that might not form dissatisfaction levels (Bryfonski 2012). In this section, there must be a way, which develops design and manufacturing level of customers to find a distinction between them. Reverse Quality In this category, the attributes are formed with a high degree that achieves a good result in the dissatisfaction levels of customer. Here, the majority of customers give preference to the high-tech product while it is seen that others dissatisfy on extra product features. Figure 1: Kano model (Source: Cromity 2012) Thus, the attributes form a drift that gains with the exciting performance of the individuals through customer expectations and a level of competing for the performance of product side. Moreover, Kano model would also focus on differentiating product features that categorize customer needs and mapping preference to their responses (Bondarouk and Olivas-Lujan 2013). This would also make an insight into the product features that perceives needs of them. Hence, the distinction would support product specifications and developments of customer satisfaction levels. Research methodology The researcher has made a fair treaty by assuming various research methodologies to distinguish an integral part of the research. This will explain the concepts and ideas by drawing an outline of the research through strategies, approaches, and designs (Al 2013). In order, the researcher has taken variables to analyze data collection methods and a timetable to analyze the foundation of the research. Research philosophy The researcher has implemented various strategies and techniques that will outline the research in fulfilling goals and objectives. However, to get a better result from the topic, the researcher has taken research philosophies to make an empirical understanding through proper assistance and guidance. It is observed that an authentic observation will provide an empirical view of understanding the topic evidently (6 and Bellamy 2012). Thus, there are four types of research philosophies. It includes Positivism, Post-positivism, Realism, and Interpretivism. The researcher has chosen Positivism research philosophy to make a relation with justifications and considerations. Due to low budget and limited time, the researcher has chosen Positivism philosophy for better understanding. It is seen that one of the main areas of Positivism philosophy is the ability to minimize the possible errors that are made with effective gathering of information. Now, the researcher has intended a possible var iation by gaining factual knowledge from the topic. It would also evaluate in an effective manner to get possible variations by demonstrating activities and presentation of the concerned topic (Zanutto 2013). Research approach Research approach comprises of deductive and inductive phenomena. In this research, the researcher has taken deductive research approach to providing an outline by taking active participation and accumulating data through specific data and variables. This also illustrates by using theories and models in a relative manner (Supino and Borer 2012). On the other hand, inductive research approach is concerned with generating theories and models from the evaluated data. Thus, this will specify better understanding of the topic. Now, to provide a justification for the topic, the researcher has taken the deductive approach that would assist to complete the research at that given time. This will also help to make a general perspective of the research by scientific evaluation and drawing critical theories. Research design Research design provides an opportunity for the researcher to evaluate the topic in an elaborate manner. Research design includes four types (Salaberry and Comajoan 2013). They are Explanatory, Exploratory, Correlation and Descriptive research design. In this research, the researcher has chosen descriptive research design that will analyze the topic by giving an authentic explanation through various perspectives and angles. Regardless to the topic, explanatory research design involves active participation by answering questions rather solve the problem in a successful way whereas exploratory research design would usually focus on the orientation of the research that is not identified in an appropriate manner. Thus, descriptive research design will allow the researcher to gather data by using secondary and primary variables of the research study (Novikov and Novikov 2013). Research strategy Research strategy gives an outline by intending how the researcher will carry out the research the entire process. Research strategy would be conducted from various interviews, case studies, surveys and analysis, case studies and others. Hence, this strategy would make it efficient by making it suitable for analysis and demonstration. In this study, proper evaluation of data would be an important part that would assess information periodically. Now, the main perspective of the research would be a suitable one to justify its position and to suggest an understanding by choosing surveys and interviews (Mayer and Steneck 2012). The researcher would choose surveys and interview in this strategy to gather valuable information. This would also focus on major groups qualitatively by assessing opinions, beliefs, and thinking perspective. This would also make reliability in gaining preferable ideas from the topic. It is seen that the case studies will provide a clear understanding that is explored on a frequent basis. Survey procedure would also allow the researcher to gather valuable information on the research topic by making a viewpoint of the major respondents taken. This will be analyzed in a statistical format. To provide a justification for the research, the researcher has taken interviews to improve the quality of the research (Jagodzinski and Wallin 2013). The researcher has also conducted questionnaire forms that would form an application criterion by assessing valuable information from the topic. Moreover, the researcher did not choose focused groups because they would not provide information that is quality based. It is seen that the perceptions do not make a good relevance because of lack of appropriateness and reliability in the research (Goodson, Loveless and Stephens 2012). Data collection method Data collection method mainly comprises of two types. It includes primary and the secondary data collection method. The primary data collection method will be involved in assessing the involvement of major respondents. This includes Quantitative and Qualitative data collect method. On the other hand, Secondary data collection method would be assessed by collecting specific data from books, websites, journals, newspaper, magazines and other sources. The researcher has taken primary data collection method to make it eventful. Since, primary data collection method includes Quantitative and Qualitative research methods. Therefore, the researcher would conduct the study by using probability sampling technique for quantitative and non-probability sampling technique for qualitative research method (Chandra and Sharma 2013). Quantitative data analysis would help to gain a better understanding of the topic by drawing various questions in a statistical format. It would be assessed by making ta bles, graphs, pie charts among major customers by giving them a variety of options to choose between them. On the other hand, qualitative data analysis would be made through proper evaluation from the topic. It is also done with the help of managers by asking them relevant questions on the topic. Sampling method The researcher has made a foundation to define the target population with the help of objectives and goals. Sampling methods are mainly classified into two types, Probability and Non-probability sampling method. Probability sampling method includes random sampling that is done in a systematic manner whereas, in non-probability sampling method, it includes convenience sampling that is done in a more fragile way (Biddle and Emmett 2013). The researcher has taken probability sampling method, which has a good advantage in minimizing the errors that would be calculated in this research. Sample size Sample size may be defined as the number of respondents that would help to execute the research study in an appropriate manner. In this research, the researcher has taken 60 customers by assessing social media quantitatively and 3 managers that would be performed by surveys and interviews qualitatively (Alvesson and Sandberg 2013). Data analysis Data analysis is a way of inspecting information and transforming the data through suitable recommendations. Data analysis would support multiple approaches and facts that would encompass a variety of techniques under a suitable domain. It is observed that Data mining is a suitable technique to focus on the knowledge and ideas of the topic. The analyzed data is obtained by citing information that would be useful to the major users (Al 2013). It would also make an interpretation by approving data through answering questions and making a suitable hypothesis on planning and distribution. However, the assessed data can be used as a specific variable regarding population and other categories that may include age, income, sex, race, gender, etc. Now, to observe the analytical areas of the research, the data interpretation would base on regression values, characteristics of a random distribution and finding anomalies on the expectation of an individual or making common relationships. Reliability and Validity of the research Reliability of research methodology is defined as the degree, which produces consistent results and assessments. Reliability in this research would be administered by using a group of individuals that would perform parallel forms of critical thinking and decision-making procedure. On the other hand, Validity would encompass experimental results that would establish a scientific research method (Mayer and Steneck 2012). This would randomize the sample groups, and an experimental research design would be created to make successful results and findings. Time horizon Name of the Activities Week 1-4 Week 4-8 Week 8-12 Week 12-16 Week 16-20 Week 20-24 Week 24-28 Week 28-32 Selection of the Title Secondary Data Variables Literature review Primary data collection technique Data interpretation and analysis Research methodology Developing a suitable conclusion Formatting the draft Final submission Table 1: Gantt chart Limitations of the research The researcher has formed definite characteristics on the design and implementation of research through proper evaluations. This will highlight by making suggestions under the research problem. If the proper analysis is not used to good effect, then the research process cannot be developed. More importantly, if the descriptions of limitations are not stated clearly, then errors will be placed. The problem developed in this research would be significant to represent the distribution of population through research gaps in a convenient manner. Moreover, the pre-existing data would be conducted through qualitative research study by making various questionnaires, interviews, and focused groups (Supino and Borer 2012). It is also concluded that by selective memory and attributes, the access to the study will have access to people, organizations, and other documents. Ethical considerations The researcher here would contribute proper attention to sustain during the course work. In this research, there would be proper data and information to gather personal information. Moreover, there would be no information to gather application for commercial purpose. In order, the major respondents should have good work participation. To set up a personal identity, the major respondents will rely on application and criteria. Thus, the researcher must comply with rules and regulations made for implementing Data Protection Act in an effective manner (Zanutto 2013). However, there would be no involvement of any external force while participating in the research study. Reference List 6, P. and Bellamy, C. (2012). Principles of methodology. London: SAGE. Al, S. (2013). Interpretive research design: concepts and processes. International Journal of Social Research Methodology, 16(4), pp.351-352. Alvesson, M. and Sandberg, J. (2013). Constructing Research Questions. London: SAGE Publications. Biddle, J. and Emmett, R. (2013). A research annual. Bingley, U.K.: Emerald. Bondarouk, T. and Olivas-Lujan, M. (2013). Social media in human resources management. 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