Unpacking the impact of social media analytics on customer satisfaction: The use of subjective and objective measurements
Research Seminar Series
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Date
17 Feb 2022
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Organiser
Department of Industrial and Systems Engineering, PolyU
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Time
17:00 - 18:20
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Venue
Online via ZOOM
Speaker
Dr. Mike TSE
Remarks
Meeting link will be sent to successful registrants
Summary
Operations and supply chain management scholars have recognised that firms are increasingly utilising social media analytics (SMA) to garner market reactions from their external constituents in order to satisfy customers’ various demands (Gu and Ye, 2014; Chan et al., 2016; Lam et al., 2016; Cui et al., 2018). However, without appropriate governance of SMA, firms may fail to address customer concerns due to slow response to unexpected consequences. Although the importance of SMA has been widely demonstrated in the literature (e.g. Abrahams et al., 2015; Chan et al., 2016), empirical evidence as to the impact of SMA on CS is scarce. Some practitioners question the benefits of using SMA. the purpose of this paper is to empirically evaluate whether the impact of social media analytics (SMA) on customer satisfaction (CS) is contingent on the characteristics of different external stakeholders, including business partners (i.e. partner diversity), competitors (i.e. localised competition) and customers (i.e. customer engagement). In this research, Using both subjective and objective measures from multiple sources, we collected primary data from 141 hotels operating in Greece and their archival data from TripAdvisor and the Hellenic Chamber of Hotels (HCH) database to test the hypothesised relationships. Data were analysed through structural equation modelling. This study confirms the positive association between SMA and CS, but it remains subject to the varied characteristics of external stakeholders. The study provides novel insights for managers on the need to consider external stakeholder characteristics when implementing SMA to enhance firms’ CS.
Keynote Speaker
Dr. Mike TSE
Reader in Logistics and Operations Management
Cardiff Business School
Cardiff University, UK
Dr. Mike Tse joined the Logistics and Operations Management (LOM) Section in Cardiff Business School as a Reader in Jan 2020. Before that, he worked as a Senior Lecturer (Associate Professor) at the York Management School (TYMS) in the University of York. His research interests have been in the fields of Operations Management and Data Analytics, in particular the area of risk and resilience in both supply chain and big data environments. Much of his research focuses on the investigation of risk dimensions and risk remedy practices that organisations adopt in a changing and complex environment. Faced with uncertainties and environmental dynamism, organisations are having to find alternative ways to react and survive in company and/or supply chain crises. His interest is in how companies and their decision-makers respond to a devastating crisis (such as a product recall incident), an event that demands a quick and effective risk management strategy and changes in the nature of company operations. Another chief research interest is the application of Social Media Analytics (SMA). Dr Tse has several SMA studies closely related to company crises/scandals, such as investigating establishing effective customer engagement strategies during a product recall crisis. Another stream of my SMA research is related to social media data in business decision making (AirBnB, TripAdvisor, Twitter data research) and its use. One line of research that Dr Tse’s expertise is using multiple research methods to investigate business and management problems. For example, in this presentation, Mike and his team integrated text mining results from online hotel reviews, secondary internet data and survey-based data, and examined how social media initiatives impact the performance of hotel firms.
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