Social Networks In MarketingResearch: Geolocation Services How can marketers use Foursquare in service quality research? Larisa DANCHENOK, Ph.D., Professor Peter NEVOSTRUEV, Ph.D., Assistant Professor Moscow State University of Economics, Statistics and Informatics (MESI)
How do they express themselves? What is the difference? What has changed?
Introduction and ObjectivesHypothesisability of using geolocation services as a sourceof information about the actual quality ofcustomer service.
Introduction and ObjectivesObjectives1. Identification of the proportion of geolocation services users among social networks users and the underlying causes and directions of use.2. Identification of the proportion of people which do not use geolocation services and the reasons why they do not use them.3. Assess the willingness of consumers to provide feedback on the service quality in geolocation services instead of traditional methods of expression.4. Review existing tips on the service quality in several venues.
Conceptual FrameworkGeolocation services are based on theidentification of the real-world geographiclocation of user and allow to use the socialconnections.
Method1. Online survey Google Docs 9 days 306 respondents2. Content-analysis of the tips in geolocation services (foursquare) Branches: Fast-Food, Coffee House, Banks, Cellular Operators, Sushi
Method: Target Audience Advanced social networks users 180 Male 37%Female 63% 57 28 27 14 0 до 17 18-22 23-27 28-35 36-50 старше 50 Gender Age
Findings: Online Survey How do you use geolocation services? (%) It is convenient to find new places 54 It is fun to use (great to be mayor, for 48 example) Watch over my friends, where they are and 47 where they go I want to earn more points (nice to compete) 26 It is trendy 20 To participate in special promotions 1328 % of respondents are users of geolocation services. The most popular reason whypeople use geolocation services: 1) easy of finding new venues, 2) an entertainmentcomponent, 3) desire to track the movement of the friends.
Findings: Online Survey What services do you use? (%) Foursquare.com 65 Google Latitude 28 Facebook Paces 16 Altergeo.ru 15 Other 14The most popular geolocation services is foursquare.
Findings: Online SurveyHow often do you post tips and photos? (%) 60 58 46 40 35 26 20 11 12 6 7 0 Very often Sometimes No, I don`t I don`t know how Tips PhotosThe majority of respondents post some tips and photos sometimes.
Findings: Online SurveyWhy don`t you use any geolocation services? (%) I do not know what it is 47 Not see any reason 39 Inconvenient to use 5 Previously enjoyed, tired 4 Technical difficulties 4 Its not confidential 1The main reasons why respondents did not use geolocation services: is non-acquaintance and also the lack of meaning in using. But only 21 % said that they justwill not use such services in the future. So 79 % could be users.
Findings: Online SurveyIf the service quality is horrible what you do? (%) I will write about it in geolocation 51 service I will call a manager 36 I will ask for Book of claims 26 I will do nothing 13 Other 6If the service quality in an venue are not satisfied with the respondent (51 %) of usersof geolocation services write about it in the service, but not in the traditional sources(for example: the Book of claims).
Findings: Content Analysis Venues Tips per Check- Tips per Share of Venues with Check- 1000 ins per 10 venues amount tips ins Tips chek-ins venue venues with tips А 1 2 3 4 5 6 7 8Fast-Food (2) 121 44 12239 208 17 101 17 36Coffee Houses(3) 177 92 63752 1073 17 360 61 52Banks (2) 89 24 3762 73 19 42 8 27Cellularoperators (2) 110 14 6020 37 6 55 3 13Sushi (3) 102 63 11834 429 36 116 42 62
DiscussionConclusions on the content analysis• Neutral feedbacks on average 20-30 %.• The average amount of the tips per 1,000 check-in is 19.• Activity of users in geolocation services depends on the industry specification.
DiscussionThe reasons for users write in the geolocationservices1. Nobody forces a consumer to write a tip in a geolocation service, he does it voluntarily2. Notice may affect the credibility of the authors name, not being anonymous3. There is no pressure from staff4. A note left on neutral territory, not owned by company5. You do not need a special equipments or tools
Further Research• Periodic survey (six months, year) to identify the dynamics of user involvement in geolocation services and direction of their use.• Advanced and more in-depth content analysis of tips and photos.• The survey and depth interviews to identify reasons why people use geolocation services.• Modeling consumer satisfaction indexes based on geolocation services content analysis.
Managerial Implications Consumer behavior is changing and marketing research also must be changed.Companies should use the information fromgeolocation services for studying of consumer’sbehavior and satisfaction.