This document analyzes Starbucks' use of social media for customer knowledge management (CKM). It finds that Starbucks deploys a wide range of social media tools for CKM purposes, including branding, marketing and transforming customers from passive recipients to active contributors of innovation. Starbucks also uses effective strategies to encourage customer knowledge sharing on social media. The case study suggests that social media can support CKM efforts for traditional brick-and-mortar businesses like Starbucks, not just online businesses.
Marketers keep on evolving ways and means to attract as well as
retain the customers. During the last few decades, the marketing practices have
been changed rapidly. The consumers now wish to be associated with those
organisations and brands, which are ethical and follow high standards of
integrity. Such aspects have been incorporated in the concept of Marketing 3.0,
which is based on value-based matrix (VBM). The present study empirically
predicts the construct of VBM in the banking industry context. The sample size
of the study is 283. The logistics ordinal regression was applied with 27 items
to identify the predictive constructs of value-based banking. ‘Selection of bank
based on value system’ was the dependent variable and the independent
variables contained 25 statements covering value-based banking along with
2 covariates ‘age’ and ‘education’. It was found that ‘value-based banking’ and
‘education’ have significant impact on the dependent variable.
This document discusses how social media data and analytics are increasingly important for market segmentation. It explores how new data sources and analytical techniques allow companies to better understand customer attributes and behaviors to develop more precise segmentation models. While social media provides valuable insights, companies must ensure they use the data appropriately and comply with privacy regulations. Effective use of social media data can enhance relationship building with customers and improve targeting.
The Role of Customer Relationship Management (CRM) in Improving Customer serv...AJSSMTJournal
This study aimed at identifying Customer Relationship Management (CRM) in improving customer services (responding time,
customer experience and product diversity) in the Cairo Amman Bank (CAB). The authors employed a predictive-descriptive
approach to identify the level of CRM at CAB. Male and female employees at CAB (No.327) participated in the study. A
questionnaire prepared to measure the role of CRM in improving customer services was implemented. Means, standard
deviations, multiple linear regression and 1-Way ANOVA analyses were used to examine the data. CRM from the perspective
of CAB employees scored a high level at overall test. Customer services level from the perspective of the employees at CAB
and its dimensions scored high. The predictive model of CRM and customer services from employee’s perspective was
statistically significant. Based on these results, the authors recommend ACB to take more interest in improving its CRM to
obtain customers satisfaction by encouraging customers to provide the company with feedback that improves the services
provided to them.
Data Mining Concepts with Customer Relationship ManagementIJERA Editor
Data mining is important in creating a great experience at e-business. Data mining is the systematic way of extracting information from data. Many of the companies are developing an online internet presence to sell or promote their products and services. Most of the internet users are aware of on-line shopping concepts and techniques to own a product. The e-commerce landscape is the relation between customer relationship management (sales, marketing & support), internet and suppliers.
The main objective of the study is to explore customer relationship marketing as a competitive tool at Best Point Savings and Loans Limited. A cross-sectional research and quantitative approach was adopted for the study. A non-random quota sampling technique was used to select a sample size of 20 staff members. Questionnaires were adopted to collect data from the staff. Data was descriptively analyzed. Findings from the study revealed that Customer Relationship Marketing strategy in Best Point Savings and Loans Limited to create and retain profitable customers
Social Media Role in Improving Customer Relationship Management: An Empirical...journal ijrtem
The study aimed to identify the impact of Social media in improving customer relationship
management (CRM) at Jordanian Islamic banks (JIB), identify the impact of achieving the effectiveness of
Social media at JIB. To achieve the objectives of the study, the researcher prepared a questionnaire to measure
the role of Social media on CRM. The researcher selected the study sample randomly by distributing 365
questionnaires on the customers of JIB where (302) were retrieved. After reviewing the questionnaires, it was
found that there were (28) questionnaires invalid for the statistical analysis. Thus, the total number of
respondents was (274). In order to answer the study questions and test its hypotheses, the researcher extracted
the arithmetic means and standard deviations and applied the multiple regression equation. Accordingly, the
study reached too many results, most important of which is that there is a statistically significant effect for
Social media on achieving the effectiveness of the CRM. The study recommended the need that JIB seeks for
adding various characteristics of editing, deleting, copying, and setting time on the basis of text messaging
through such networks as well as the need of conducting marketing studies aimed to enabling banks to achieve
the customers' wishes in a method matching their expectations.
Social Media Role in Improving Customer Relationship Management: An Empirical...IJRTEMJOURNAL
The study aimed to identify the impact of Social media in improving customer relationship
management (CRM) at Jordanian Islamic banks (JIB), identify the impact of achieving the effectiveness of
Social media at JIB. To achieve the objectives of the study, the researcher prepared a questionnaire to measure
the role of Social media on CRM. The researcher selected the study sample randomly by distributing 365
questionnaires on the customers of JIB where (302) were retrieved. After reviewing the questionnaires, it was
found that there were (28) questionnaires invalid for the statistical analysis. Thus, the total number of
respondents was (274). In order to answer the study questions and test its hypotheses, the researcher extracted
the arithmetic means and standard deviations and applied the multiple regression equation. Accordingly, the
study reached too many results, most important of which is that there is a statistically significant effect for
Social media on achieving the effectiveness of the CRM. The study recommended the need that JIB seeks for
adding various characteristics of editing, deleting, copying, and setting time on the basis of text messaging
through such networks as well as the need of conducting marketing studies aimed to enabling banks to achieve
the customers' wishes in a method matching their expectations.
Instructions for the Business Research Project OptionIf the stu.docxnormanibarber20063
Instructions for the Business Research Project Option:
If the student picks the Business Research Project option, the guidelines below outline the project's expectations:
The purpose of this project is to pick a current issue or force affecting businesses, important to many businesses, and to research it. Examples would include globalization, increased focus on diversity of the workforce, greater competition, etc.
The research performed should focus on history and background of the issue and how it is affecting businesses today.
The remainder of the paper will address the possible trends of the issue [such as increasing globalization or increasing competition] and alternatives business managers have to address the issue.
Required Major parts for paper:
I. Introduction [What is the topic, why it is important….to whom]
II. Review of existing literature [history, background, current company experiences]
III. Impact on business [in the past, now, going forward]
IV. Going forward [projected trends, pending legislation, likely regulation, political pressures]
V. Management options to address likely trends going forward; these could include actions to mitigate risks of the trends or actions to take advantage of the trends
VI. Conclusion
Topic
The issue chosen for research is the role of new media on marketing in 2017 and beyond. The research project will explore available figures to find out if businesses are still spending big on traditional media advertising, including radio, television, and print media. The data will be compared to spending on online advertising over the past half decade. If indeed businesses are changing their advertising strategies, it will be important to show the effectiveness of new media. According to Forbes, people are watching more videos online and thus businesses may have to take note and create not only interesting but also informative content for their consumers. Social media has already been embraced by most corporations as a form of communication to customers. However, the paper will try and see the importance of having an actual social media strategy and the importance of well trained persons to handle these accounts.
BUSINESS RESEARCH OUTLINE 2
Business Research Outline
I. Introduction
The topic of this research is new media marketing. This is a form of marketing that is anchored on promotion of brands and the sale of products through emerging online channels. New media marketing leverages on the elements of both established and emerging online channels to engage potential and current customers. This channels include display advertising, content marketing and social networking platforms (Calder, Malthouse, & Maslowska, 2016). New media marketing aims at getting the consumer to interact with the brand and engaging them in a way that increases awareness and ultimately product sales. New media marketing has become significantly vital in the digital era and huge a.
Marketers keep on evolving ways and means to attract as well as
retain the customers. During the last few decades, the marketing practices have
been changed rapidly. The consumers now wish to be associated with those
organisations and brands, which are ethical and follow high standards of
integrity. Such aspects have been incorporated in the concept of Marketing 3.0,
which is based on value-based matrix (VBM). The present study empirically
predicts the construct of VBM in the banking industry context. The sample size
of the study is 283. The logistics ordinal regression was applied with 27 items
to identify the predictive constructs of value-based banking. ‘Selection of bank
based on value system’ was the dependent variable and the independent
variables contained 25 statements covering value-based banking along with
2 covariates ‘age’ and ‘education’. It was found that ‘value-based banking’ and
‘education’ have significant impact on the dependent variable.
This document discusses how social media data and analytics are increasingly important for market segmentation. It explores how new data sources and analytical techniques allow companies to better understand customer attributes and behaviors to develop more precise segmentation models. While social media provides valuable insights, companies must ensure they use the data appropriately and comply with privacy regulations. Effective use of social media data can enhance relationship building with customers and improve targeting.
The Role of Customer Relationship Management (CRM) in Improving Customer serv...AJSSMTJournal
This study aimed at identifying Customer Relationship Management (CRM) in improving customer services (responding time,
customer experience and product diversity) in the Cairo Amman Bank (CAB). The authors employed a predictive-descriptive
approach to identify the level of CRM at CAB. Male and female employees at CAB (No.327) participated in the study. A
questionnaire prepared to measure the role of CRM in improving customer services was implemented. Means, standard
deviations, multiple linear regression and 1-Way ANOVA analyses were used to examine the data. CRM from the perspective
of CAB employees scored a high level at overall test. Customer services level from the perspective of the employees at CAB
and its dimensions scored high. The predictive model of CRM and customer services from employee’s perspective was
statistically significant. Based on these results, the authors recommend ACB to take more interest in improving its CRM to
obtain customers satisfaction by encouraging customers to provide the company with feedback that improves the services
provided to them.
Data Mining Concepts with Customer Relationship ManagementIJERA Editor
Data mining is important in creating a great experience at e-business. Data mining is the systematic way of extracting information from data. Many of the companies are developing an online internet presence to sell or promote their products and services. Most of the internet users are aware of on-line shopping concepts and techniques to own a product. The e-commerce landscape is the relation between customer relationship management (sales, marketing & support), internet and suppliers.
The main objective of the study is to explore customer relationship marketing as a competitive tool at Best Point Savings and Loans Limited. A cross-sectional research and quantitative approach was adopted for the study. A non-random quota sampling technique was used to select a sample size of 20 staff members. Questionnaires were adopted to collect data from the staff. Data was descriptively analyzed. Findings from the study revealed that Customer Relationship Marketing strategy in Best Point Savings and Loans Limited to create and retain profitable customers
Social Media Role in Improving Customer Relationship Management: An Empirical...journal ijrtem
The study aimed to identify the impact of Social media in improving customer relationship
management (CRM) at Jordanian Islamic banks (JIB), identify the impact of achieving the effectiveness of
Social media at JIB. To achieve the objectives of the study, the researcher prepared a questionnaire to measure
the role of Social media on CRM. The researcher selected the study sample randomly by distributing 365
questionnaires on the customers of JIB where (302) were retrieved. After reviewing the questionnaires, it was
found that there were (28) questionnaires invalid for the statistical analysis. Thus, the total number of
respondents was (274). In order to answer the study questions and test its hypotheses, the researcher extracted
the arithmetic means and standard deviations and applied the multiple regression equation. Accordingly, the
study reached too many results, most important of which is that there is a statistically significant effect for
Social media on achieving the effectiveness of the CRM. The study recommended the need that JIB seeks for
adding various characteristics of editing, deleting, copying, and setting time on the basis of text messaging
through such networks as well as the need of conducting marketing studies aimed to enabling banks to achieve
the customers' wishes in a method matching their expectations.
Social Media Role in Improving Customer Relationship Management: An Empirical...IJRTEMJOURNAL
The study aimed to identify the impact of Social media in improving customer relationship
management (CRM) at Jordanian Islamic banks (JIB), identify the impact of achieving the effectiveness of
Social media at JIB. To achieve the objectives of the study, the researcher prepared a questionnaire to measure
the role of Social media on CRM. The researcher selected the study sample randomly by distributing 365
questionnaires on the customers of JIB where (302) were retrieved. After reviewing the questionnaires, it was
found that there were (28) questionnaires invalid for the statistical analysis. Thus, the total number of
respondents was (274). In order to answer the study questions and test its hypotheses, the researcher extracted
the arithmetic means and standard deviations and applied the multiple regression equation. Accordingly, the
study reached too many results, most important of which is that there is a statistically significant effect for
Social media on achieving the effectiveness of the CRM. The study recommended the need that JIB seeks for
adding various characteristics of editing, deleting, copying, and setting time on the basis of text messaging
through such networks as well as the need of conducting marketing studies aimed to enabling banks to achieve
the customers' wishes in a method matching their expectations.
Instructions for the Business Research Project OptionIf the stu.docxnormanibarber20063
Instructions for the Business Research Project Option:
If the student picks the Business Research Project option, the guidelines below outline the project's expectations:
The purpose of this project is to pick a current issue or force affecting businesses, important to many businesses, and to research it. Examples would include globalization, increased focus on diversity of the workforce, greater competition, etc.
The research performed should focus on history and background of the issue and how it is affecting businesses today.
The remainder of the paper will address the possible trends of the issue [such as increasing globalization or increasing competition] and alternatives business managers have to address the issue.
Required Major parts for paper:
I. Introduction [What is the topic, why it is important….to whom]
II. Review of existing literature [history, background, current company experiences]
III. Impact on business [in the past, now, going forward]
IV. Going forward [projected trends, pending legislation, likely regulation, political pressures]
V. Management options to address likely trends going forward; these could include actions to mitigate risks of the trends or actions to take advantage of the trends
VI. Conclusion
Topic
The issue chosen for research is the role of new media on marketing in 2017 and beyond. The research project will explore available figures to find out if businesses are still spending big on traditional media advertising, including radio, television, and print media. The data will be compared to spending on online advertising over the past half decade. If indeed businesses are changing their advertising strategies, it will be important to show the effectiveness of new media. According to Forbes, people are watching more videos online and thus businesses may have to take note and create not only interesting but also informative content for their consumers. Social media has already been embraced by most corporations as a form of communication to customers. However, the paper will try and see the importance of having an actual social media strategy and the importance of well trained persons to handle these accounts.
BUSINESS RESEARCH OUTLINE 2
Business Research Outline
I. Introduction
The topic of this research is new media marketing. This is a form of marketing that is anchored on promotion of brands and the sale of products through emerging online channels. New media marketing leverages on the elements of both established and emerging online channels to engage potential and current customers. This channels include display advertising, content marketing and social networking platforms (Calder, Malthouse, & Maslowska, 2016). New media marketing aims at getting the consumer to interact with the brand and engaging them in a way that increases awareness and ultimately product sales. New media marketing has become significantly vital in the digital era and huge a.
The Relationship between Customer Knowledge Management, Customer Relationship...inventionjournals
ABSTRACT: This study was aimed to assess the relationship between customer knowledge management and customer relationship management, with organizational innovation and customer loyalty (for consumers and retailers of protein industry in Isfahan province). The statistical population consisted of all employees (1385 people) and customers of nine production and distribution groups of the protein products in Isfahan province. Corresponding to the number in each group, stratified random sampling was made based on the contributions made, and 451 questionnaires were analyzed regarding the number of people in each group. The findings showed that there was a significant correlation between customer loyalty and customer relationship management, customer knowledge management and organizational innovation (P<0.01). The values of effective coefficients; β, showed that for every unit increase in innovation, knowledge management, and customer relationship management, the customer loyalty was increased 0.332, 0.331 and 0.331 units, respectively. According to the results of this study, it could be suggested that the protein industry retailers, must incorporate knowledge based and relationship marketing tools, such as customer relationship management, and customer knowledge management, for implementing customer loyalty strategies. Results of this study showed that organizational innovation should be considered as the first priority for implementing loyalty strategies of the organization.
A Literature Review Of Customer Relationship Management From 2010 To 2014Kim Daniels
This document provides a literature review of customer relationship management (CRM) research from 2010 to 2014. It begins with an introduction that defines CRM and discusses the importance and increasing interest in CRM among academics and businesses. The review then describes the methodology, which used a systematic literature review of CRM articles from various journal databases between 2010-2014. Finally, it previews the findings of the literature analysis, noting some of the major areas of CRM research uncovered at both the organizational and customer levels, as well as the theories and methods frequently or rarely used.
The document summarizes key insights from a study of over 4,000 C-level executives, including 342 Chief Human Resource Officers, about how HR functions need to transform to support "customer-activated" organizations. The main points are:
1) HR must focus on developing new customer-facing roles and using analytics to enhance the customer experience.
2) Social/digital technologies are changing how work gets done, requiring HR to address challenges like BYOD policies and digital reputation.
3) While CHROs recognize the need to understand customers better, HR is still seen as transactional rather than strategic. Overcoming this perception is a hurdle to HR transforming.
Can social media become the final frontier in customer experience management? This research paper was published in Nirma International Conference on Management, 5th Jan 2012. ISBN 93-81361-68-1
Customer Relationship Management and Banking Sector Market Share performanceinventionjournals
The influence of customer relationship management (CRM) on Nigeria banking sector market share performance is the focus of this study. It examined the influence of customer identification, customer retention and technology on customer relationship management and banks market share performance. The ever increasing competition and dynamics in the market place and the need for banks to survive, grow and meet the stakeholders objectives calls for a meaningful long lasting relationship between marketers and all other stakeholders in the organisation. The population of this study consists of all 617 headquarters employees of the 21 deposit money banks in Port Harcourt metropolis that is registered with Nigeria Deposit Insurance Corporation (NDIC); while the sample size of 243 determined through the Tara Yamani formula. Questionnaire was used as an instrument for primary data collection. The Spearman’s Rank Order Correlation was the statistical technique employed for hypothesis testing in the statistical package for social sciences (SPSS) version 17. The findings of this study revealed that there is significant relationship between customer identification, retention, and market share; while technology positively influence CRM and bank market share performance. Customer identification and retention are dimensions of CRM, while market share is the measure of performance, with technology as moderating variable influence between CRM as a measure of bank performance. It is therefore noted that banks will have better competitive advantage when all relevant stakeholders appreciate and demonstrate these customer relationship management strategies with a view of achieving the desired corporate objectives.
AHP Based Data Mining for Customer Segmentation Based on Customer Lifetime ValueIIRindia
Data mining techniques are widely used in various areas of marketing management for extracting useful information.Particularly in a business-to-customer (B2C) setting, it plays an important role in customer segmentation. A retailernot only tries to improve its relationship with its customers,but also enhances its business in a manufacturer-retailer-consumer chainwith respect to this information.Although there are various approaches for customer segmentation, we have used an analytic hierarchical process based data mining technique in this regard. Customers are segmented into six clusters based on Davis-Bouldin (DB) index and K-Means algorithm.Customer lifetime value (CLV)along four dimensions, viz., Length (L), Recency(R), Frequency (F) and Monetary value (M) are considered for these clusters. Then, we apply Saaty’s analytical hierarchical process (AHP) to determine the weights of these criteria, which in turn, helps in computing the CLV value for each of the clusters and their individual rankings. This information is quite important for a retailer to design promotional strategies for improving relationship between the retailer and its customers. To demonstrate the effectiveness of this methodology, we have implemented the model, taking a real life data-base of customers of an organization in the context of an Indian retail industry.
Relationship Marketing Strategies in Banking Sector: A ReviewIJBBR
The paper is review of relationship marketing strategies prevalent in Banking Sector. In this era of mature and intense competitive pressures, it is imperative that banks maintain a loyal customer base. Nowadays, banks realize the importance ofRelationship Marketing. Relationship marketing offers benefits to the banks,
customers as wellas employees of the organization. Relationship Marketing gives the banks way to developmutually beneficial and valuable long term relationships. These long term relationships are further helping banks in reducing operating cost and attracting new customers.
Marketing Performance Analysis by Customer Relationship Marketing, Market Ori...inventionjournals
This study tried to determine and analyze the performance of marketing through customer relationship marketing (CRM), market orientation, and the image of Islamic Banks in Kediri, East Java, Indonesia. The population in this study some 65 873 customers who have savings in five Islamic Banks. Testing of the model is done with Generalized Least Square Estimation (GLS), analysis of structural equation modeling (SEM), proportional random sampling method and software assistance Amos 22, on 397 respondents. The test results model (fit) seen from the GFI, AGFI, TLI, CFI, RMSEA and CMIN / DF, each of which amounted to 0.915, 0.901, 0.949, 0.953, 0.063 and 1.497 are all that are in the range of expected values so that the model can be accepted.The results showed that: customer relationship marketing (CRM), market orientation, and image effect on the competitive advantage of Islamic Banks in Kediri. CRM, and market orientation affect the marketing of Islamic Banks Performance in Kediri. The company's image does not affect the marketing of Islamic Banks Performance in Kediri.It is suggested that the bank to constantly improve its image. This can be done by giving the concern for the surrounding community as the company's involvement with social activities. Thus the social programs that the company will be able to form a personality, raise the reputation of companies before the general public.
Epidemiology - HPRO 7712
Fall, 2018
Final Examination
PART A
Name __________________________________ Date ____________________
Please respond to the following questions to the best of your knowledge while keeping in mind that “quality” is more important than “quantity”.
1.
Define the term “community”. Briefly describe the application of epidemiology in
community diagnosis.
(25 points)
2.
The mechanisms of spreading disease in human populations account for the levels
of epidemics. Differentiate between (a)common source epidemic, and
(b) propagated epidemic.(10 point)
3.
Often in analyzing epidemiological data, it becomes necessary for the investigator to adjust for rates. Identify and describe two methods for rates adjustment.
(10 points)
4.
Identify and briefly discuss three factors that contribute to errors in
epidemiologic studies of morbidity.
(20 points)
5.
The science of epidemiology is distinctively concerned with health and illness in populations and groups by place and time. Using a hypothetical situation, respond to question(A)or(B). (35 points)
(A). Describe how you would use the epidemiologic model toward preventing and controlling a behavioral health problem in an identified human population or group. (Note: In essence, describe the behavioral adaptation of the epidemiologic model and how it can be applied to an identified health problem).
OR
(B). Describe how you would use the epidemiologic approach to develop a health care policy toward preventing and controlling an identified health or social problem in human populations.
1
Running Head: HOW SOCIAL MEDIA HAVE CHANGED MARKETING
2
HOW SOCIAL MEDIA HAVE CHANGED MARKETING
HOW SOCIAL MEDIA HAVE CHANGED MARKETING
Introduction
Generally, marketing has been developing along with the world which revolves around it. From the perspective that marketing never occupies an exact science, there has been strategic mechanisms that are generally employed to improve the marketing mix as well as the marketing strategies utilized within the respective marketing field. Such mechanisms include social media which have been one of the rampant existences within networking marketing. Social media has been a key role within the worldwide marketing being experienced allover the globe. This runs from the newspapers, television to social media as imperative parameters towards moldering the marketing strategy of any given business organization.
Essentially, the issues concerning the customer services are normally regarded as the solemn issues within the business setting of any given business organization. This literally implies that the people learning such business organizations ought to employ individuals who are professionally qualified in finding appropriate remedies for such issues. In the modern world, one of the great industries which have highly been positively as well as negatively impacted by the internet is the marketing (Malik.
Running head: CORPORATE IT 1
PROJECT PLAN 5
CUSTOMER SERVICE: PROJECT PLANAbstract
The study sought to identify some of the challenges that may accrue to corporate IT because of a poor customer care service offered to the clients, as well as indicating the role of good customer care service in improving the sales and talking to managers working in corporate IT sector to identify their views on this subject matter. The reason for the study was to achieve a far reaching comprehension of the components corporate IT impact in the organizations that are spoken to by their relations with their suppliers, merchants, merchants and clients on the gauges that are identified with client benefit as respects the nature of administration. The study depended on an extrapolation and a finding of the present circumstance of corporate IT, an examination of its responsiveness to prerequisites of its encompassing surroundings, and elevating the viability by which the administration reacts to various difficulties, particularly in enhancing the business administration and client benefit.
Table of Contents
2Abstract
Research Problem
4
Hypothesis
4
Background
4
Objectives
5
Methods
6
Data and Execution
7
Results and discussions
8
Trend of reduced customer satisfaction
8
Communication system
8
Products flow
9
Managing the internal operations effectively
9
Effectiveness of the research
10
Conclusion
11
Research Problem
Since there is a considerable measure of establishments and authoritative ideas that have developed in corporate IT in the course of the last couple of decades, the shape and nature of association with suppliers and customers in equivalent measure has changed towards more collaboration for an arrangement of a sound client benefit relationship between the gatherings included. With an end goal to diminishing the costs included, the principle look into question was figured. What is the impact of a fruitful corporate IT in enhancing client benefit (Shoghari, 2016).
Hypothesis
There is no statistically significant effect that lies between corporate IT variables on customer service; this is the first significant hypothesis that the study intends to test. The factors incorporate its association with suppliers, association with merchants and wholesalers. The second theory is; there is no measurably critical contrast between the normal reactions of those questioned about the effect of corporate IT on client benefit because of individual factors like sexual orientation age, training and years of administration or capability. For this study, we will base the project on the first hypothesis as mentioned above.
Background
A corporation’s expertise contributes a pivotal role in the correct identification of a superiority client. The scen ...
DETERMINE THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON CONSUMER DEC...IAEME Publication
This document summarizes a research study that aimed to determine the influence of integrated marketing communication (IMC) on consumer decision-making in the pharmaceutical sector in Tamil Nadu, India. The study involved designing a questionnaire to survey marketing managers and analyzing the collected data using SPSS software. Descriptive statistics on the survey responses are provided. The results of hypothesis testing using regression analysis are also presented, showing that IMC and factors like coordinated marketing, synergy, and consumer behavior have a significant relationship and impact on one another. Over 60% of the variations in IMC are explained by the independent variables in the study.
1. The document discusses customer relationship management (CRM) in the banking sector. It notes that banks have shifted their focus from transaction volume to developing long-term customer relationships through personalized marketing, service, and products.
2. CRM allows banks to better understand their customers through collecting and analyzing customer data from various interactions. This helps banks provide customized service, retain existing customers, and cross-sell additional products.
3. Implementing an effective CRM strategy is important for banks to increase customer loyalty and lifetime value. Long-term customer relationships are beneficial for both customers and banks.
Relationship Marketing and Impact of Technologypennyhumas
Developments in information technology and manufacturing technology have greatly impacted relationship marketing. Technology enables effective data storage and communication, which are necessary for relationship marketing strategies to be effective. Some key impacts of technology include enabling mass customization, reducing time to market for new products, facilitating loyalty programs and one-to-one marketing through customer data collection and analysis. Overall, information technology has strengthened relationship building capabilities but must be used effectively to provide value to customers.
The growing popularity of social media has created a shift in the manner in which marketing is undertaken as it has, allowed enterprises to acquire and retain customers, forge strong relationships, engage, share information on their products, efficiently and at a low cost. In Kenya, social media and social networking are still gaining popularity and their understanding as marketing tools are yet to be embraced by small businesses and the effect it has on business performance remains unknown. Therefore the objective of the study was to examine the relationship between social media marketing on performance of small businesses in Kenya with specific reference to Small Businesses in Nakuru County in Kenya. The specific objectives of the study included the effect of customer acquisition and retention, product and service awareness; customer engagement and customer relations management on performance of small businesses in Kenya. The research study used descriptive research design in collecting the data from respondents. The target population was drawn from 590 small businesses located in Nakuru central business and consisted owner managers. The research study used simple random sampling procedure to select a representative sample of 118 respondents. The primary data for the study was collected using the questionnaires and analyzed using correlation and regression statistics with the aid of Statistical Package for Social Sciences. The study established that there is a significant relationship between social customer acquisition and retention, product/service awareness, customer engagement, customer relations management and the performance of small businesses
Merkl-Davies, Doris M. and Brennan, Niamh M. [2007] Discretionary Disclosure ...Prof Niamh M. Brennan
This paper reviews and synthesizes the literature on discretionary narrative disclosures. We explore why, how, and whether preparers of corporate narrative reports use discretionary disclosures in corporate narrative documents and why, how, and whether users react thereto. To facilitate the review, we provide three taxonomies based on: the motivation for discretionary narrative disclosures (opportunistic behavior, i.e. impression management, versus provision of useful incremental information); the research perspective (preparer versus user); and seven discretionary disclosure strategies.
This document discusses how companies can successfully evolve with new internal customers in the Internet era. It provides examples of how companies like Procter & Gamble, Best Buy, and Intel have engaged employees as internal customers online to gain insights and boost innovation. The key is mutual trust, engagement at all levels, and a culture of sharing. Companies must understand how employee input online can impact their business and develop strategies to benefit from collective intelligence and learning within online communities. Empowering employees to use their skills professionally online provides benefits like new solutions and marketing ideas from customer feedback.
Determinants of knowledge management systems success in the banking industryjaysoncham
Abstract
Purpose – This study aims to examine the impact from technical and social aspects on knowledge
management system (KMS) success. Moreover, this study also attempts to examine the
interrelationships between KMS success and user satisfaction.
Design/methodology/approach – A questionnaire survey was used to collect data from the
commercial bank officers to test the proposed KMS success model. All the measurement scales adopted
in this study were adopted from the existing literature. The data collected in this study were analysed
using both SPSS and structural equation modelling approach via AMOS.
Findings – The research results indicate that both technical (knowledge quality, system quality and
service quality) and social factors (user trust and management support) play a significant and positive
role in system user satisfaction. The results also show that user satisfaction have a direct influence on
the success of KMS and vice versa.
Originality/value – This study is one of the few studies on KMS which include both the technical and
social perspectives in examining KMS success. This research study raises the importance of social
factors, which have been earlier neglected by many studies on KMS success models. Moreover, the
interrelationships relationship between KMS success and user satisfaction also been examined in this
study.
MBA Projects, synopsis, and synopsis of various regular as well as distance learning undergraduate and postgraduate courses for various institutions like SMU – Sikkim Manipal University, SMUDE, AIMA, AMITY, IGNOU, SCDL, JAMIA, AMU, JHU etc.
Identity and Attribution in Intercultural CommunicationPlease .docxalanrgibson41217
Identity and Attribution in Intercultural Communication
Please read the following article about identity and attribution and respond to the content. See attached document to the article below.
Who are we?
an evolving sense of identity is changing the socio- political scene, writes clarence tsui. (2007, Jun 11).
South China Morning Post
Retrieved
Please answer the following:
1. What is the difference between culture and ethnicity?
2. Isn't ethnicity one aspect of cultural identity? How do those in Hong Kong view themselves, though the majority are Chinese?
3. How might that compare to Americans who are Texans (for example)?
4. What are the divisive cultural identity issues here in the United States?
5. Does the motto, "E pluribus unum" ("one out of many") have significance in a modern multicultural society?
Instructions:
please answer all 5 questions accordingly. Each answer should have the question re-typed following the answer. A minimum of 450 words in all excluding the re-typed questions and a minimum of 3 references needed.
.
If a parent brought their son Ethan to your office who had a lot of .docxalanrgibson41217
If a parent brought their son Ethan to your office who had a lot of behavioral issues. Ethan had tantrums in the classroom and at home. Sometimes the tantrums were so intense that it was challenging to calm Ethan down at times. There were even times when mom felt scared to be around Ethan when he was so upset. There was an incident last week when Ethan kicked the dog and that was not the first time he took anger out on the dog. Mom just thinks Ethan has issues since his father died but based on the Psychological Disorder list. Based on the notes from Chapters 5 - 7, what psychological disorder do you think it could be, how would you help mom and Ethan understand what is going on?
250 words minimum for original post
.
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Running Head: HOW SOCIAL MEDIA HAVE CHANGED MARKETING
2
HOW SOCIAL MEDIA HAVE CHANGED MARKETING
HOW SOCIAL MEDIA HAVE CHANGED MARKETING
Introduction
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Running head: CORPORATE IT 1
PROJECT PLAN 5
CUSTOMER SERVICE: PROJECT PLANAbstract
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Table of Contents
2Abstract
Research Problem
4
Hypothesis
4
Background
4
Objectives
5
Methods
6
Data and Execution
7
Results and discussions
8
Trend of reduced customer satisfaction
8
Communication system
8
Products flow
9
Managing the internal operations effectively
9
Effectiveness of the research
10
Conclusion
11
Research Problem
Since there is a considerable measure of establishments and authoritative ideas that have developed in corporate IT in the course of the last couple of decades, the shape and nature of association with suppliers and customers in equivalent measure has changed towards more collaboration for an arrangement of a sound client benefit relationship between the gatherings included. With an end goal to diminishing the costs included, the principle look into question was figured. What is the impact of a fruitful corporate IT in enhancing client benefit (Shoghari, 2016).
Hypothesis
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Background
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MBA Projects, synopsis, and synopsis of various regular as well as distance learning undergraduate and postgraduate courses for various institutions like SMU – Sikkim Manipal University, SMUDE, AIMA, AMITY, IGNOU, SCDL, JAMIA, AMU, JHU etc.
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Identity and Attribution in Intercultural Communication
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Who are we?
an evolving sense of identity is changing the socio- political scene, writes clarence tsui. (2007, Jun 11).
South China Morning Post
Retrieved
Please answer the following:
1. What is the difference between culture and ethnicity?
2. Isn't ethnicity one aspect of cultural identity? How do those in Hong Kong view themselves, though the majority are Chinese?
3. How might that compare to Americans who are Texans (for example)?
4. What are the divisive cultural identity issues here in the United States?
5. Does the motto, "E pluribus unum" ("one out of many") have significance in a modern multicultural society?
Instructions:
please answer all 5 questions accordingly. Each answer should have the question re-typed following the answer. A minimum of 450 words in all excluding the re-typed questions and a minimum of 3 references needed.
.
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250 words minimum for original post
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Describe your own race, ethnicity, cultural influences, traditions, beliefs, and values:
Support your description of your identity with at least three peer-reviewed journal articles published in the last 5 years that discuss racial identity development, ethnic identity development, or cultural identity development. Use the Capella Library and search for three peer-reviewed journal articles related to the identity you describe. (For example, key word search for Latino and identity model or Hispanic and cultural identity development models.)
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Support your description of factors that influenced your view of self with findings from your Internet search in Unit 1.
Consider and analyze how the two domains above have affected your interactions with others, paying particular attention to culture and diversity issues and cultural competence:
Support your analysis with a summary of findings from Universal Ethnic Identity Scale (UEIS) in Unit 1 and the self-assessment in Unit 3.
Compare and contrast your analysis of Universal Ethnic Identity Scale (UEIS) and self-assessment with one of the following additional assessments:
Everyday Multicultural Competencies/Revised Scale of Ethnocultural Empathy.
Cultural Competence Self-Assessment Tool.
Assignment Requirements
Times New Roman, 12-point, and double-spaced.
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Identify
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Research
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Identifying
and Managing
Project Risk
.......................... 9860$$ $$FM 02-20-03 09:14:05 PS
.......................... 9860$$ $$FM 02-20-03 09:14:06 PS
This page intentionally left blank
Identifying
and Managing
Project Risk
Essential Tools for
Failure-Proofing Your Project
Tom Kendrick
American Management Association
New York • Atlanta • Brussels • Buenos Aires • Chicago • London • Mexico City
San Francisco • Shanghai • Tokyo • Toronto • Washington, D.C.
.......................... 9860$$ $$FM 02-20-03 09:14:07 PS
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available to corporations, professional associations, and other
organizations. For details, contact Special Sales Department,
AMACOM, a division of American Management Association,
1601 Broadway, New York, NY 10019.
Tel.: 212-903-8316. Fax: 212-903-8083.
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information in regard to the subject matter covered. It is sold with the
understanding that the publisher is not engaged in rendering legal,
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‘‘PMI’’ and the PMI logo are service and trademarks registered in the
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certification marks registered in the United States and other nations;
‘‘PMBOK’’, ‘‘PM Network’’, and ‘‘PMI Today’’ are trademarks registered
in the United States and other nations; and ‘‘Project Management
Journal’’ and ‘‘Building professionalism in project management’’ are
trademarks of the Project Management Institute, Inc.
Library of Congress Cataloging-in-Publication Data
Kendrick, Tom.
Identifying and managing project risk: essential tools for
failure-proofing your project / Tom Kendrick.
p. cm.
Includes bibliographical references and index.
ISBN 0-8144-0761-7
1. Risk management. 2. Project management. I. Title.
HD61 .K46 2003
658. 4�04—dc21 2002152001
� 2003 Tom Kendrick.
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced,
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in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise,
without the prior written permission of AMACOM,
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Printing number
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CONTENTS
Acknowledgments ix
Introduction xi
Chapter 1: Why Project Risk Management? 1
The Doomed Project 1
Risk 2
Benefits and Uses of Risk Data 8
The Risk Management Process 10
Anatomy of a Failed Project: The First Panama
Canal Project 12
Chapter 2: Planning for Risk Management 17
Project Selection 18
Overall Project Planning Processes 20
Defining Risk Management for the Project 29
The PERIL Database 31
.
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four general education lenses: history, humanities, natural and applied sciences, and social sciences. By viewing the issue or event through these lenses, you will
gain insight into how the intersectional nature of diversity affects society as well as both your own individual framework of perception and the choices, attitudes,
and behaviors of others in the world around you.
For this fourth milestone, due in Module Six, you will analyze your issue/event in diversity through the lenses of the natural and applied sciences and the social
sciences. Like Milestone Two, this task provides you with an opportunity to dive deeper into your analysis of the issue/event through these two lenses. This will
provide you with a chance to practice analyzing your issue/event through these lenses and receive feedback on this practice attempt.
Prompt: First, review your work in Modules Five and Six, as well as the Four Lenses document from Module One.
Next, analyze your issue/event through the lens of the natural and applied sciences by exploring the following questions:
How does this issue/event provide a social commentary through the natural and applied sciences?
In what ways can science help resolve or enhance your issue/event?
Next, analyze your issue/event through the lens of the social sciences, and address the following:
How does this issue/event interact with the social sciences lens and impact social issues?
In what ways does the social science lens help articulate a deeper understanding of the social issue(s) that inform your issue/event?
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single Word document.
Be sure to use evidence from research to support your analysis. Refer to course resources, the LibGuide for this course, and any other pertinent resources to
support your responses. Relevant current news sources may be used with instructor approval. Incorporate instructor feedback into Final Project Part One.
Specifically, the following critical elements must be addressed:
I. Lens Analysis: In this section of your assignment, you will analyze your issue/event through two of the four general education lenses.
A. Analyze your issue/event through the lens of the natural and applied sciences for determining its impact on various institutions. Utilize evidence
from research to support your analysis.
https://learn.snhu.edu/content/enforced/196286-MASTER-IDS-400-CEIDS-OL-TRAD.19EW5/Course%20Documents/IDS%20400%20Four%20General%20Education%20Lenses.pdf?_&d2lSe.
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What was your age?
Who was the person and how was he or she different?
What impressions did you have about these people from these media?
From a cultural pluralist’s perspective, do you think this experience was positive or negative for you?
My age: 20
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and explain
how each of the three domains of executive function is used when young children play hide-and-seek*. You can explain this from the hider’s perspective and/or from the seeker’s perspective.
* Hide-and-seek is a game that a group of children might play. In this game, one child is designated as the “seeker” and everyone else hides in different locations (the “hiders”). The seeker must then find each hidden child.
.
Identify the telos of Erikson’s theory of human development. Compare.docxalanrgibson41217
Identify the telos of Erikson’s theory of human development. Compare this with the telos of Christianity. What type of telos has shaped your development so far? To what specific goals, already achieved or that you are working toward, can you point to illustrate your development?
Must be 250-300 words
.
Identify the scales of measurement for each variable.Ide.docxalanrgibson41217
Identify the
scales of measurement
for each variable.
Identify reasonable
measures of central tendency
, given the scales of measurement for each variable.
Identify reasonable
measures of variability
, given the scales of measurement for each variable.
Identify reasonable
graphic depictions
, given the scales of measurement for each variable.
5. Describe how these concepts
intersect
and why scales of measurement influence decisions about statistics and graphics.
.
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Customer knowledge management viasocial media the case of S.docx
1. Customer knowledge management via
social media: the case of Starbucks
Alton Y.K Chua and Snehasish Banerjee
Abstract
Purpose – The purpose of this paper is to analyze the extent to
which the use of social media can
support customer knowledge management (CKM) in
organizations relying on a traditional
bricks-and-mortar business model.
Design/methodology/approach – The paper uses a combination
of qualitative case study and
netnography on Starbucks, an international coffee house chain.
Data retrieved from varied sources such
as newspapers, newswires, magazines, scholarly publications,
books, and social media services were
textually analyzed.
Findings – Three major findings could be culled from the paper.
First, Starbucks deploys a wide range
of social media tools for CKM that serve as effective branding
and marketing instruments for the
2. organization. Second, Starbucks redefines the roles of its
customers through the use of social media by
transforming them from passive recipients of beverages to
active contributors of innovation. Third,
Starbucks uses effective strategies to alleviate customers’
reluctance for voluntary knowledge sharing,
thereby promoting engagement in social media.
Research limitations/implications – The scope of the paper is
limited by the window of the data
collection period. Hence, the findings should be interpreted in
the light of this constraint.
Practical implications – The lessons gleaned from the case study
suggest that social media is not a
tool exclusive to online businesses. It can be a potential game-
changer in supporting CKM efforts even
for traditional businesses.
Originality/value – This paper represents one of the earliest
works that analyzes the use of social media
for CKM in an organization that relies on a traditional bricks-
and-mortar business model.
Keywords Customer knowledge management, Social media,
Netnography, Brick-and-mortar business,
Knowledge management, Business enterprise
Paper type Case study
3. 1. Introduction
Organizations have long recognized knowledge management
(KM) as an important
business strategy (Hull et al., 2000). In order to manage
customers’ increasing
sophistication and changing preferences, the static knowledge-
warehouse based
approach of KM is undergoing a paradigm shift towards a
dynamic customer-centric
approach. Organizations recognize the need to develop cordial
relationships with
customers and serve them in their preferred ways. This calls for
effective management of
customer knowledge (Davenport et al., 2001). In fact,
organizations capable of continuously
creating new customer knowledge and effectively managing
customer knowledge assets
are the ones with competitive advantage over their rivals
(Zhang, 2011). Hence, an
emerging area of interest within KM research and practice
involves customer knowledge
management (CKM) (Kuhlen, 2003; Rowley, 2002). It refers to
KM strategies pertaining to the
4. management of organizational knowledge obtained through
interactions between
organizations and their customers (Zanjani et al., 2008).
DOI 10.1108/13673271311315196 VOL. 17 NO. 2 2013, pp.
237-249, Q Emerald Group Publishing Limited, ISSN 1367-
3270 j JOURNAL OF KNOWLEDGE MANAGEMENT j PAGE
237
Alton Y.K Chua and
Snehasish Banerjee are
based in the Wee Kim Wee
School of Communication
and Information, Nanyang
Technological University,
Singapore.
The authors wish to
acknowledge Erika Foo,
Louise Lai, Helena Lee and
Jacquelyn Wang for their roles
in collecting part of the data
used in this research.
Received 11 October 2012
Revised 3 January 2013
8 January 2013
10 January 2013
Accepted 10 January 2013
5. Against the backdrop of recent trends in web technologies,
making profitable use of social
media is at the top of the agenda for many organizations (Levy,
2009). Social media refers to
online services that support social interactions among users
through highly accessible and
scalable web-based publishing techniques (Dutta, 2010). As the
society becomes
cognizant of the prowess of social media, organizations which
do not utilize services such as
Twitter and Facebook are seen to be at a distinct strategic
disadvantage (Kuhlen, 2003).
Given that social media has the potential to support multi-way
communication between
organizations and their customers at relatively lower costs and
higher levels of efficiency
vis-à-vis traditional communication channels (Gallaugher and
Ransbotham, 2010), it is no
wonder customer-facing organizations such as Dell and
American Express have been
prompt in jumping on the social media bandwagon.
Despite such potential benefits, using social media for CKM is a
6. challenge for organizations
(Kaplan and Haenlein, 2010). For one, CKM involves bringing
the customer perspective into
the knowledge management equation even though customers are
largely reluctant to
engage in voluntary knowledge sharing (Desouza et al., 2008).
Moreover, social media
allows customers to publish content without any peer-review
process. They may share
incorrect or biased knowledge about an organization, which can
adversely affect the
perceptions of other customers (Zanjani et al., 2008). Hence, it
is not trivial for organizations
to effectively harness useful customer knowledge and propagate
positive opinions about
themselves among customers.
Scholarly attention has delved into the use of social media in
online business and
e-commerce websites such as Amazon.com and eBay.com (e.g.
Chua, 2011; Levy, 2009).
However, the extent to which the use of social media can
support CKM in organizations
relying on a traditional bricks-and-mortar business model has
not been adequately explored
7. hitherto. For this reason, the paper uses a combination of
qualitative case study and
netnography to analyze the use of social media for CKM in
Starbucks, an international coffee
house chain.
The remainder of the paper is structured as follows. The next
section presents the literature,
which revolves around the two pivotal themes, i.e. CKM and
social media. A theoretical
framework that integrates CKM strategies and social media
services is also proposed.
Section 3 elaborates the data collection and analysis procedures.
The case study is
presented and explained in section 4. Following that, section 5
discusses the three major
findings culled from the paper. Finally, the paper concludes
with implications for managers
and scholars.
2. Literature review
2.1 Customer knowledge management
The thrust of CKM is to capture, organize, share, transfer and
control knowledge related to
8. customers for organizational benefits. It helps organizations
address the specific needs of
their customers, and makes them more effective in enhancing
customer satisfaction
(Plessis, 2007; Rowley, 2002). CKM allows acquiring new
customers and retaining the
current ones, which in turn enables organizations to compete
more effectively (Horovitz,
2000a). Being pivotal for improvements in customer value, it
significantly influences
organizational performance (Zanjani et al., 2008).
For the purpose of this paper, three CKM strategies that
organizations use to manage
customer knowledge are considered. These are:
1. management of knowledge for customers;
2. management of knowledge from customers; and
3. management of knowledge about customers.
First, management of knowledge for customers refers to CKM
strategies that organizations
use to manage knowledge flow from organizations to customers.
It is essential for
organizations to select an effective medium to communicate
with customers about their
9. PAGE 238jJOURNAL OF KNOWLEDGE MANAGEMENTj
VOL. 17 NO. 2 2013
products, services, markets, offers, and discounts (Taylor and
Baker, 1994). Continuous
knowledge flow directed from organizations to customers is a
prerequisite to assist
customers in their decision-making. Besides supporting
customers in their buying cycle, it
also helps them in the use of products and services (Horovitz,
2000b). This enables
customers to understand organizations, their offers, as well as
their products and services
better (Davenport and Klahr, 1998; Garcia-Murillo and Annabi,
2002).
Second, management of knowledge from customers refers to
CKM strategies that
organizations use to manage knowledge flow from customers to
organizations. Knowledge
acquired from customers helps organizations to enhance the
quality of their products and
services as well as to develop new products and services
(Garcia-Murillo and Annabi, 2002;
10. Salomann et al., 2005; Zanjani et al., 2008). Such knowledge
must be incorporated for
innovation, idea generation and evaluation (Thomke and von
Hippel, 2002; Tidd et al., 2005).
Knowledge from customers is essential for organizations to
realize the concept of ‘‘design
with customers’’ (Sigala, 2012). It also acts as a powerful crisis
management tool for
organizations (Bulearca and Bulearca, 2010).
Third, management of knowledge about customers refers to
CKM strategies that
organizations use to manage knowledge flow among customers.
Besides customers’
preferences and past transactions, knowledge about customers
encompasses analyzing
customers’ present needs, future desires, changing tastes and
trends (Davenport et al.,
2001; Gebert et al., 2003). It involves exploring customers’
perceptions on products and
services in order to identify their preferences and concerns.
This enables organizations to
gain a sense of the sentiment on the ground so that their
customers can be served in their
preferred ways (Salomann et al., 2005).
11. 2.2 Social media
Social media refers to a collection of online services that
supports social interactions among
users and allows them to co-create, find, share and evaluate the
online information
repository. It is ‘‘a group of Internet-based applications that
build on the ideological and
technological foundations of Web 2.0, and that allow the
creation and exchange of User
Generated Content’’ (Kaplan and Haenlein, 2010, p. 61). Social
media has transformed
users from passive content readers into content publishers,
thereby making their role more
significant.
For the purpose of this paper, four emerging social media
services that organizations often
use to communicate with their customers are considered. These
are:
1. microblogging services;
2. social networking services;
3. location-aware mobile services; and
4. corporate discussion forum services.
12. First, microblogging services (MBS) are social media services
that allow users to publish,
share and discuss in the form of short status updates, messages
or commentaries, called
microposts (Gao et al., 2012). These services limit the length of
microposts and permit users
to organize themselves in a follower-followee network without
any stringent reciprocation
constraint (Kwak et al., 2010). MBS like Twitter and
FriendFeed are gradually becoming
buzzwords in the age of social media.
Second, social networking services (SNS) are social media
services that enable users to
construct and present their profiles within a bounded system,
and articulate lists of other
users with whom they share connections (Ellison et al., 2007).
Through these services, users
can establish and maintain connections with others of similar
interests (Gunawardena et al.,
2009). Some actions that users perform through SNS include
posting comments, receiving
comments from others, joining groups and fan pages, creating
events, using customized
13. applications and playing games. SNS like Facebook and
MySpace have become a
mainstream communication channel for users in recent years.
VOL. 17 NO. 2 2013 jJOURNAL OF KNOWLEDGE
MANAGEMENTj PAGE 239
Third, location-aware mobile services (LMSs) are social media
services that allow users to
check in online at real-world locations and receive context-
sensitive information based on
their locations (Dhar and Varshney, 2011). Third generation
communication technologies
have led to the rapid development of mobile internet, which in
turn has triggered the
popularity of LMSs. Their ability to provide personalized
location-based context-sensitive
information has earned them the nickname ‘‘killer application
of mobile business’’ (Junglas
and Watson, 2008). Foursquare and Google Latitude are two
well-known LMSs.
Fourth, corporate discussion forum services (CDS) of
organizations are social media
services that provide dedicated avenues for customers to discuss
organization-specific
14. issues (Lopez-Nicolas and Molina-Castillo, 2008). CDS allow
for participation of a large and
diverse set of users to discuss collaboratively about products
and services of the specific
organization (Maswera et al., 2006). Also, they serve as an
outlet for electronic
word-of-mouth associated with the organization and promote
customer-to-customer
know-how exchange (Hennig-Thurau et al., 2004). Dell
IdeaStorm, launched by Dell, is a
prominent example of CDS.
2.3 CKM and social media
CKM literature emphasizes the importance of social media in
bringing the human side into
the knowledge management equation (Levy, 2009). Social media
services have distinct
technical features that unleash passion among users to engage in
knowledge sharing
(Paroutis and Saleh, 2009). The openness and participation
properties of social media
entwine users and content, rendering it suitable for the dynamic,
customer-centric CKM
strategies (Lai and Turban, 2008). The extent to which the four
15. identified social media
services facilitate the three CKM strategies culminates into a
social media supported CKM
framework as shown in Table I.
First, MBS enable organizations to reach out to customers via
microposts. This serves as an
avenue for organizations to supply knowledge for customers
about their products, markets,
Table I Social media supported CKM framework
Management of knowledge for
customers
Management of knowledge from
customers
Management of knowledge about
customers
Micro-blogging services Serve as an avenue for
organizations to supply
knowledge for customers about
their products, markets, offers and
also provide customer service
(Gao et al., 2012)
Allow organizations to draw
knowledge from customers by
actively seeking out
customer-driven innovation in their
design and production (Sigala,
16. 2012)
Keep organizations
knowledgeable about their
customers and better manage the
potential areas of concerns
among them (Flanagin and Bator,
2011)
Social networking
services
Help organizations provide
knowledge for customers by
keeping them abreast of changes
in their products and services
(Padula, 2008)
Enable organizations gain
knowledge from customers by
comprehending how they react to
changes (Magnier-Watanabe
et al., 2010)
Facilitate accumulation of a body
of shared knowledge about
customers, which in turn help
promote customer loyalty (Chua,
2011)
Location-aware mobile
services
Permit organizations to provide
knowledge for customers about
offers and discounts available at a
17. particular branch, encouraging
them to check-in at that location
(Dooley et al., 2012)
Allow the checked in customers to
leave tips and comments, which
can be a useful source of
knowledge from customers
(Currie, 2011)
Connect geographically
separated customers and help
organizations acquire knowledge
about the variations in customers’
preferences based on different
locations (Bhalla, 2011)
Corporate
discussion-forum
services
Allow organizations to provide
knowledge for customers by
publishing content related to their
existing products and services, as
well as ideas that are currently
under experimentation (Wagner
and Majchrzak, 2007)
Encourage customers to express
their needs, doubts, purchase
intentions, and to contribute novel
ideas, which are valuable
knowledge that can be acquired
from customers (Maswera et al.,
2006)
18. Promote exchange of
customer-to-customer know-how,
which may be monitored to
unearth knowledge about
customers in the form of opinions,
preferences and electronic
word-of-mouth (Hennig-Thurau
et al., 2004)
PAGE 240jJOURNAL OF KNOWLEDGE MANAGEMENTj
VOL. 17 NO. 2 2013
offers and also provide customer service (Gao et al., 2012).
MBS also supports the concept
of ‘‘design with customers’’. Organizations can draw out
knowledge from customers by
actively seeking out customer-driven innovation in their design
and production (Sigala,
2012). Moreover, monitoring microposts to analyze the
sentiment of what is being discussed
in the blogosphere keeps organizations knowledgeable about
their customers (Castellanos
et al., 2011). This helps organizations better manage the
potential areas of concerns among
the masses (Flanagin and Bator, 2011).
Second, SNS support interconnectedness between organizations
19. and customers, thereby
initiating constructive conversation and dialogue. They act as
avenues through which
organizations provide knowledge for customers and keep them
abreast of changes in their
products and services (Padula, 2008). The interconnectedness
also allows organizations to
gain knowledge from customers by comprehending how they
react to such changes
(Magnier-Watanabe et al., 2010). Moreover, SNS facilitate the
accumulation of a body of
shared knowledge about customers over time. This can help
organizations better
understand their customers’ preferences and proliferate
customer loyalty (Chua, 2011).
Third, LMS facilitate geo-tagging, an emerging form of
folksonomy, and help organizations
manage location-specific customer knowledge. Organizations
may use LMS to provide
knowledge for customers about offers and discounts available at
a particular branch,
thereby encouraging them to check in at that location (Dooley et
al., 2012). Customers who
check in can also choose to leave comments, which can be a
20. useful source of knowledge
from customers (Currie, 2011). Since these services connect
geographically segregated
customers, organizations can acquire knowledge about the
variations in customers’
preferences based on different locations (Bhalla, 2011).
Fourth, CDS allow organizations provide knowledge for
customers by publishing content
related to their existing products and services, as well as ideas
that are currently under
experimentation (Wagner and Majchrzak, 2007). CDS also
encourage customers to express
their needs, doubts, purchase intentions, and to contribute novel
ideas (Maswera et al.,
2006). These are valuable knowledge acquired by organizations
from their customers.
Moreover, CDS promote exchange of customer-to-customer
know-how, which may be
monitored to unearth knowledge about customers in the form of
opinions, preferences and
electronic word-of-mouth (Hennig-Thurau et al., 2004).
3. Methodology
This paper uses a combination of qualitative case study and
21. netnography to analyze the
extent to which the use of social media supports CKM in
Starbucks. Qualitative case studies
allow for rich and naturalistic data to be obtained (Stake, 1995).
Being commonly used to
investigate emerging themes that lack strong theory (Yin,
2003), they are known to provide
descriptions and generate theories in previously under-
investigated areas (Eisenhardt,
1989).
Netnography, on the other hand, is the online evolution of
ethnography. Defined as the
‘‘written account of on-line cyberculture, informed by the
methods of cultural anthropology’’
(Kozinets, 1997, p. 3), it is a qualitative research technique that
draws data from
computer-mediated communication channels. Netnography
provides the means for
accessing, gathering and interpreting computer-mediated textual
discourse between
anonymous or pseudonymous participants on a public forum
(Lugosi et al., 2012). Unlike
methods such as interviews or focus groups, netnography is
used to represent a context not
22. confounded by the researcher’s presence (Sigala, 2012).
Starbucks was chosen as the case for analysis on the basis of
two reasons. First, it is known
for its use of social media and its interest towards CKM (Sigala,
2012). Relying on a
traditional bricks-and-mortar business model, Starbucks
provides an interesting context that
sees the confluence of social media and CKM. Second, it was
possible to harvest copious
material on Starbucks’ use of social media for CKM from a
variety of sources. These
materials could be analyzed to create a nuanced portrait of the
organization.
VOL. 17 NO. 2 2013 jJOURNAL OF KNOWLEDGE
MANAGEMENTj PAGE 241
The data collection procedure lasted for a period of 11 months
from October 2011 to August
2012. It was a two-step process, the first lasting for three
months and the second for the
subsequent eight months. First, words such as ‘‘Starbucks’’,
‘‘coffee chain’’ and
‘‘cappuccino’’ were used to search for data on Starbucks from
23. varied sources such as
newspapers, newswires, and magazines through Factiva and
LexisNexis. Scholarly
publications were trawled from subscription-based databases
such as Ebscohost, Emerald
Management and ProQuest. Relevant books and publicly
available contents on the web
were also retrieved. Use of such multiple sources helps generate
data rich in detail and rigor,
providing better scope for triangulation (Miles and Huberman,
1994). The returned data
were analyzed using TextSTAT, a text analysis tool used to
generate word frequency lists and
concordances (Chua, 2007; Khalifa et al., 2007), to identify the
social media services
commonly used by Starbucks. Based on the results, the four
social media services were
identified as Twitter (MBS), Facebook (SNS), Foursquare
(LMS) and MyStarbucksIdea
(CDS).
Second, netnography was used to collect data from the four
social media services
commonly used by Starbucks (Kozinets, 1997; Sigala, 2012). To
reduce any biases, 25
24. randomly selected data samples were drawn on an average from
each of the social media
services over the period of eight months (January-August,
2012). Specifically, the collected
data comprised the following:
B 200 microposts posted by Starbucks along with their
conversations from Twitter
(www.twitter.com/Starbucks);
B 200 posts contributed by either Starbucks or customers along
with their comments from
Facebook (www.facebook.com/Starbucks);
B 200 tips submitted by either Starbucks or customers from
Foursquare
(www.foursquare.com/Starbucks); and
B 200 discussion threads initiated by customers from
MyStarbucksIdea
(www.mystarbucksidea.com).
After the data were collected, they were textually analyzed
through unitizing and
categorizing (Chua, 2011; Stathopoulos and Harrison, 2003).
The process of unitizing
involved identifying, isolating, and copying portions of text that
25. appeared potentially relevant
for CKM into a Word file. Thereafter, the unitized contents in
the Word file were categorized
into the 12 quadrants based on the three CKM strategies and the
four social media services.
Only data in English and those found to be internally consistent
were used for further
analysis and discussion.
4. The case of Starbucks
4.1 Background
Starbucks is an international coffee house chain founded in
Seattle, Washington, in 1971.
From its humble beginnings, it has now expanded to more than
19,000 stores across 59
countries. However, its journey has not been smooth
throughout. Although it was once known
to consistently attract around 60 million weekly visitors across
the globe without
cannibalizing its own sales (Michelli, 2007), its earnings dipped
drastically during the
April-June quarter of 2008 (York, 2010).
In response to its flagging financial performance, Starbucks
started experimenting with
26. social media services in the latter half of 2008. The purpose was
to ward off competition from
dominant players such as McDonald’s and Dunkin’s Donuts in
the food and beverage
industry (Schultz and Gordon, 2011). Convinced that unhappy
customers could switch over
to rival organizations without disclosing their complaints
directly to the management,
Starbucks used social media as a means to connect with its
customers. The success of this
effort was evident when its CDS MyStarbucksIdea was
nominated the most embracing
social media application in the 2008 Forrester Groundswell
Awards (Bernoff, 2008). As many
PAGE 242jJOURNAL OF KNOWLEDGE MANAGEMENTj
VOL. 17 NO. 2 2013
as 41,000 ideas were contributed by customers within the first
two months of its launch (York,
2010).
4.2 Use of Twitter
Twitter is one of the popular MBS that promotes sharing of
microposts not exceeding 140
27. characters. These microposts, also known as tweets, are often
accompanied by attached
photos. Twitter users can organize themselves in a follower-
followee network without any
reciprocation constraint. Being a follower means that the user
will receive all tweets from the
followees. Starbucks currently has over two million followers
on Twitter.
Starbucks uses tweets, often with a combination of text and
photos, to provide knowledge
for customers and promote their latest products, campaigns and
events. For instance, a
tweet posted by Starbucks was used to promote its product
‘‘Pumpkin Spice Latte’’. In
another tweet, Starbucks revealed ‘‘Did you know you can mix
it up? Green tea
@frappuccino þ java chips þ peppermint syrup ¼ minty
goodness’’. Twitter helps
Starbucks acquire relevant knowledge from customers who
express their expectations, likes
and dislikes about the organization via tweets. Starbucks is also
prompt in responding to the
knowledge acquired from customers, with an average of ten
tweets per day (Noff, 2009).
28. Tweets on their products and services enable Starbucks to
discern key customer concerns
that warrant further investigation. Twitter helps Starbucks
quickly manage rumors and
misconceptions among customers. For instance, a story once
spread that Starbucks was
donating its profits in Israel to fund the country’s army.
Through Twitter, Starbucks became
aware about its customers’ concerns and was able to quickly nip
the misconception in the
bud (York, 2010).
4.3 Use of Facebook
Facebook is one of the popular SNS that allows users to
construct, present and maintain their
profiles. At the same time, it permits organizations to create
their dedicated Facebook
pages. Users can like pages of organizations to receive regular
updates from them.
Facebook allows organizations to connect with interested
customers through wall posts,
polling, discussions and events. Starbucks’ Facebook page
currently has over 31 million
likes.
29. Through Facebook, Starbucks provides a wide array of
knowledge for customers about its
products, locations and organizational cultures to keep its
customers abreast of changes. It
uses posts such as ‘‘. . . drive-thru now accepting mobile
payments’’ and ‘‘A free 12oz drink
. . . Ends today!-US and Canada only’’ to keep customers
abreast of changes. Starbucks
promoted its ‘‘Frappuccino Happy Hour’’ through Facebook and
was reported to sell one
Frappuccino every 15 seconds on average (Warren, 2011). It
also draws knowledge from
customers through poll questions such as ‘‘Which iced beverage
would you choose - Iced
Coffee with Milk or . . .?’’ and ‘‘. . . - hot or iced?’’. It uses
Facebook to ask customers directly
about their personal opinions, preferences and feedback (West,
2012). Monitoring
comments such as ‘‘I Would drink This Delightful drink every
single day’’ in response to its
posts also help Starbucks acquire knowledge about customers.
This in turn allows it to
comprehend customers’ behaviors, preferences, expectations,
levels of satisfaction, and
30. ways they react to new products and changes (The Nikkei
Weekly, 2010).
4.4 Use of Foursquare
Foursquare is one of the popular LMS that enables users locate
the nearest places of interest
and check in online at real-world locations. Based on the
number of check-ins at a location,
users earn reputation in the form of badges and mayorships.
Once checked in, they can also
choose to leave comments, called tips. Starbucks is reported to
be one of the most searched
brands on Foursquare (Warren, 2011), and is currently
supported by over 800,000 users.
Starbucks uses Foursquare to provide knowledge for customers
on day-to-day events such
as offers and new product launches specific to a location. For
example, Starbucks posted ‘‘If
you need to study late, this is the store . . . ’’ specifically for
customers in Sheridan, Wyoming.
It also posted to offer free drinks and discounts to customers
based on mayorships.
VOL. 17 NO. 2 2013 jJOURNAL OF KNOWLEDGE
MANAGEMENTj PAGE 243
31. Starbucks has also created special badges and statuses on its
Foursquare platform to
encourage visits from customers (Warren, 2011). Customers
who check in often leave tips,
which can be a valuable source of knowledge from customers.
For example, a customer who
checked in at a particular Starbucks store in Singapore left a tip
‘‘Love the new layout, lots of
high chairs . . . Fav starbucks outlet in Singapore’’. Such tips
again enhance Starbucks’
understanding of their customers with respect to specific
locations. However, no specific
evidence on Starbucks’ use of Foursquare to manage knowledge
about customers was
found from the analyzed data.
4.5 Use of MyStarbucksIdea
MyStarbucksIdea, a CDS dedicated for Starbucks, acts as an
avenue for customers to ask
questions, offer novel ideas and vent out their frustrations on
the organization. It was
launched in 2008, and 41,000 ideas were contributed by
customers within the first two
32. months (York, 2010). It encourages participation by nurturing a
point system to reward
customers who are frequent contributors of novel ideas (Sigala,
2012).
Starbucks provide knowledge for customers through
MyStarbucksIdea by informing them
about the ideas that are ‘‘under review’’, ‘‘reviewed’’, ‘‘coming
soon’’ and ‘‘launched’’. This
fosters loyalty among customers, who get the impression that
Starbucks really care about
their submitted ideas. Knowledge from customers is mainly
harvested through the ideas that
customers contribute, thereby promoting the concept of ‘‘design
with customers’’ (Sigala,
2012). Some contributed ideas that have been adopted by
Starbucks include the
introduction of ‘‘Starbucks Card eGifts’’ system and ‘‘Mocha
Coconut and Coconut Crème
Frappuccino blended beverages’’. It draws knowledge about
customers by publicly
revealing all submitted ideas, and asking other customers to
evaluate them. Starbucks
implements submitted ideas based on their popularity, as
revealed from customers’
33. comments and votes. For instance, the idea ‘‘wondering if an
Orange Mocha would be a
possibility’’ attracted comments such as ‘‘Sounds good to me’’
and ‘‘Not sure I’d love it but
might try it’’. Customers are thus treated as both creators and
evaluators of ideas. The ways
Starbucks use social media for CKM are summarized in Table
II.
Table II Starbucks’ use of social media for CKM
Management of knowledge for
customers
Management of knowledge from
customers
Management of knowledge about
customers
Twitter (MBS) Serve as an avenue for Starbucks to
provide knowledge for customers and
help promote its latest products,
campaigns and events
Allow acquiring relevant
knowledge from customers via their
tweets, through which they express
their expectations, likes and
dislikes about Starbucks
Keep Starbucks knowledgeable
about customers’ concerns and
34. help quickly manage potential
rumors and misconceptions
among customers
Facebook (SNS) Help Starbucks provide knowledge for
customers about its products, locations
and organizational cultures to keep
them abreast of changes
Enable Starbucks to gain
knowledge from customers through
poll questions by directly asking
them about their personal opinions,
preferences and feedbacks
Facilitate accumulation of
knowledge about customers’
behaviors, preferences,
expectations, satisfaction levels
and their reactions to new products
and changes in Starbucks
Foursquare (LMS) Permit Starbucks to provide knowledge
for customers on day-to-day events
specific for a location, such as offers
and new product launches
Allow the checked in customers to
leave tips, which serve as
Starbucks’ knowledge from
customers based on specific
locations
No evidence found
MyStarbucksIdea
35. (CDS)
Allow Starbucks to provide knowledge
for customers by indicating the status
such as ‘‘under review’’, ‘‘reviewed’’,
‘‘coming soon’’ and ‘‘launched’’ of their
submitted ideas
Encourage knowledge flow from
customers in the form of
suggestions and novel ideas for
Starbucks to implement, thereby
promoting the concept of ‘‘design
with customers’’
Promote customer engagement by
treating them as evaluators of
submitted ideas, thereby drawing
out valuable knowledge about
customers via their comments to
submitted ideas
PAGE 244jJOURNAL OF KNOWLEDGE MANAGEMENTj
VOL. 17 NO. 2 2013
5. Discussion
Three major findings can be culled from the paper. First,
Starbucks deploys a wide range of
social media tools for CKM that serve as effective branding and
marketing instruments for
the organization. Through social media, it provides knowledge
36. for customers and keeps
them updated on its latest products, activities and events.
Starbucks draws knowledge from
customers to analyze their expectations, behaviors and
preferences. It also acquires
knowledge about customers by monitoring what is being
discussed among customers to
gain a sense of the sentiment on the ground (Castellanos et al.,
2011; Salomann et al., 2005).
Also, Starbucks does not treat social media services as isolated
applications. The services
generally complement one another to mutually reinforce their
overall impact (West, 2012).
For instance, Starbucks issued a 60-second advertisement prior
to the 2008 presidential
election in the USA, promising a free cup of brewed coffee to
every voter. Posting the
commercial in a video sharing website, Starbucks jointly used
Facebook and Twitter to
stimulate its viewership and amplify its effect. Till the day of
the election, the video was
viewed 419,000 times. In Facebook, it attracted over 400,000
comments while customers
were found tweeting on Starbucks every eight seconds (Miller,
37. 2009). Such an integrated
approach of linking various social media services seems to have
helped the organization
maximize its branding and marketing efforts.
Second, Starbucks redefines the roles of its customers through
the use of social media by
transforming them from passive recipients of beverages to
active contributors of innovation.
Starbucks closely follows the principle of ‘‘design with
customers’’ (Sigala, 2012) by allowing
its customers play the dual role of creators and evaluators of
ideas (Thomke and von Hippel,
2002; Tidd et al., 2005). Implementation of ideas contributed by
customers at Starbucks
stores further fosters customer loyalty (Chua, 2011). The
introduction of products like the
‘‘Mocha Coconut and Coconut Crème Frappuccino blended
beverages’’, culled from
MyStarbucksIdea, are courtesy of the knowledge acquired by
Starbucks from its customers.
Also, ideas such as ‘‘Have a Starbucks Calendar available on
the website to let us know
about . . . promotions as well as when the seasonal flavors are
available . . . ’’ culled from the
38. CDS, show that the knowledge drawn by Starbucks from its
customers is not confined within
its products and beverages. Customers appear to possess a
significant stake in the creation
and evaluation of innovative ideas that encompass the entire
breadth of its business. The
widespread support for Starbucks can thus be attributed to the
manner in which it
collaborates closely with its customers.
Third, Starbucks uses effective strategies to alleviate
customers’ reluctance towards
voluntary knowledge sharing, thereby promoting engagement in
social media (Desouza
et al., 2008). Starbucks deploys a number of former and present
baristas to offer prompt
responses to customers. Such promptness makes customers feel
that they are valued,
which in turn serves as motivation to continue their
participation (Schultz and Gordon, 2011).
At the same time, Starbucks makes conscious efforts to prevent
overload of knowledge so
that its engagement strategies do not become sources of
nuisance to customers (Noff,
39. 2009). Also, it pays attention to both compliments and
complaints alike, which further
encourages customers’ engagement. Starbucks treats unhappy
customers as opportunities
for improvement and strives to turn frowns upside down
(Horovitz, 2000a; Michelli, 2007).
For instance, in reply to the tweet ‘‘Hey @starbucks . . .
disappointed the marina bay mariott
on San Diego has no . . . ’’ by an unhappy customer, Starbucks
replied after three minutes
‘‘. . . sorry about that . . . is only around seasonally. Have you
tried the gingerbread latte?’’.
These strategies appear to be effective in bridging the virtual
world of social media with the
physical world of Starbucks stores, thereby fostering continuous
participation of customers.
6. Conclusion
The increasing sophistication and changing preferences of
customers has led to a paradigm
shift in KM towards a dynamic customer-centric approach,
which has resulted in the rise of
CKM. At the same time, the emergence of social media has
transformed online users from
content readers into content publishers, making their role more
40. significant. Relying on a
traditional bricks-and-mortar business model, Starbucks
provides an interesting context that
VOL. 17 NO. 2 2013 jJOURNAL OF KNOWLEDGE
MANAGEMENTj PAGE 245
sees the confluence of social media and CKM. Riding on the
waves of social media,
Starbucks seems to have re-written the rules of CKM. It
demonstrates versatility in engaging
customers through various social media services such as Twitter
(MBS), Facebook (SNS),
Foursquare (LMS) and MyStarbucksIdea (CDS) to support
different aspects of CKM
strategies. In particular, Twitter, Facebook and
MyStarbucksIdea are used for management
of knowledge for, from and about customers, whereas
Foursquare is mainly used for
managing knowledge for and from customers.
A limitation inherent in this paper must be acknowledged. The
scope of the paper is limited
by the window of the data collection period. Thus, it is
conceivable that the patterns of
41. Starbucks’ use of social media could have been different had a
different window of data
collection was chosen. Hence, the findings should be interpreted
in light of this constraint.
For managers, this paper uses Starbucks as an exemplar to
illustrate that social media is not
a tool exclusive to online businesses. The lessons gleaned from
the case study suggest that
social media could be a potential game-changer in supporting
CKM efforts even for
organizations relying on traditional brick-and-mortar business
model. The implications
suggest that organizations should use social media to provide
impetus to their businesses
by imbibing customers in their operations. A myriad of social
media services could be used
in a mutually reinforcing manner to provide knowledge for
customers on new products and to
offer ways to make their best use (Garcia-Murillo and Annabi,
2002; Horovitz, 2000b).
Knowledge from customers, especially those who are unhappy,
could be utilized for
improvement by obtaining honest complaints and suggestions
for free (Horovitz, 2000a;
42. Michelli, 2007). Knowledge about customers should also be
used to gain a sense of the
sentiment on the ground, which in turn, could aid organizations
in crisis management
(Castellanos et al., 2011; Salomann et al., 2005). Sincere efforts
should be made to engage
customers in voluntary knowledge sharing to realize the concept
of ‘‘design with customers’’
(Sigala, 2012). Such strategies could allow organizations bridge
the bridge between their
actual and perceived performance (Horovitz, 2000a).
For scholars interested in investigating the role of social media
in supporting CKM, this
paper provides more ideas for further inquiries. For example,
the framework presented in
Table I can serve as a basis to compare among different
traditional businesses, different
online businesses, as well as between traditional and online
businesses. This could
contribute to a more textured perspective leading to
verification, validation and refinement of
the framework. A second research direction may involve
conducting a two-pronged user
study involving direct interactions with Starbucks management
43. and Starbucks customers.
This can help obtain richer qualitative data and offer insights
into the way Starbucks
translates enormous amounts of customers’ contributions in
social media into knowledge.
These recommendations for future research can build upon the
theoretical foundation to
generate more CKM ideas that can lead to win-win situations
for both organizations and
customers.
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About the authors
Alton Y.K Chua is Associate Professor and Program Director,
Master of Science (Information
Systems) at Nanyang Technological University. His research
interests include information
and knowledge management as well as social computing. As an
active researcher, he has
published more than 100 refereed journal articles and
conference papers. He serves on the
editorial board of three international refereed journals, namely
Journal of Information
Science, Journal of Universal Computer Science and Journal of
55. Information and Knowledge
Management. Alton Y.K Chua is the corresponding author and
can be contacted at:
[email protected]
Snehasish Banerjee is a Research Associate at Nanyang
Technological University. His
research focus is in information science, and in particular, on
the theme of user-generated
content. He has published papers in journals including Journal
of the American Society for
Information Science and Technology. He holds a Master of
Science (Information Systems).
VOL. 17 NO. 2 2013 jJOURNAL OF KNOWLEDGE
MANAGEMENTj PAGE 249
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