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Crisis communication management and social media
(03/03/2021) Tsipi, Evridiki-Maria; Τσίπη, Ευρυδίκη-Μαρία; Athens University of Economics and Business, Department of Marketing and Communication; Repoussis, Panagiotis; Argouslidis, Paraskevas; Drossos, Dimitrios
Crises are abnormal events and exist from the beginning of time, though crisis communication has been studied only since 1980 . Crises often surprise us completely or give us little warnings, but they pose threats and need to be addressed quickly. Corporations need to evaluate these crises and communicate immediately with their audiences. In 2004 Facebook was founded and since then a vast growth on social media was observed. Today, more than half of Greece’s population has an active Facebook account. People are able to communicate, speak their minds, criticize, complain and produce content through their social media accounts. Nowadays, COVID-19 changed our external environment and boost publics online presence. People learnt how to purchase online and e-shops raised their profitability. Though, these high demands could not be met since the delivery system was not able to respond. Many complaints were made by dissatisfied customers and many crises were evoked online. This study created a 3x2 experiment in order to assess how different crisis communication responses and tone of voice may affect customers’ forgiveness and as a result organizational reputation, Word of Mouth, repurchase intentions and finally secondary crisis communication so as to address similar cases. It was found that publics were probably biased by our external environment and more forgiving when faced the diminish crisis communication response. Furthermore, tone of voice proved to not significantly impact forgiveness, while forgiveness proved to have a mediating role between crisis communication responses and all the variables examined except from secondary crisis communication. In order to further explain these results a demographics analysis was conducted and it is important to highlight the role of income and age as two key demographic factors influencing forgiveness.
Drivers and οutcomes of consumer engagement in social media-based brand communities
(03/02/2021) Gigourtaki, Niki; Γιγουρτάκη, Νίκη; Athens University of Economics and Business, Department of Marketing and Communication; Repoussis, Panagiotis; Argouslidis, Paraskevas; Drossos, Dimitrios
This study contributes to bridge a gap in the literature, since there is a lack of research on online consumer engagement, its drivers and outcomes, based on different brand types, and is largely conceptual. From a managerial point of view, this study exhibits insights to brands holding social media-based brand communities, specifically on Instagram and Facebook, helping them to define customer-oriented strategies, by considering the advantages consumers value the most when they engage with brands. In addition, even if brands are progressively investing in these communities, doubts still exist concerning the ROI of these efforts. By demonstrating the positive impact of social media engagement behaviors on brand loyalty, this study provides evidence of the relevance between Instagram and Facebook communities and brands.
Empirical examination of user satisfaction with the live chat experience and the intention to continue using live chat as customer support channel
(03/02/2021) Nikolakea, Kyriaki; Νικολακέα, Κυριακή; Athens University of Economics and Business, Department of Marketing and Communication; Argouslidis, Paraskevas; Repoussis, Panagiotis; Drossos, Dimitrios
Today, many brands are incorporating live chat features into their sites in an effort to improve the user experience. The uniqueness of live chat lies in the fact that it gives users the opportunity to switch from a passive web browsing to an active text-based interaction with brands by simply clicking on a dialog box. Previous research shows that specific aspects of customer support that users may acknowledge during live chats and their cognitive beliefs about the live chat system can affect user satisfaction with the live chat experience. This study draws on service marketing, channel communication, and information systems theories and proposes a comprehensive model used to explore the impact of specific customer support quality perceptions and live chat cognitive and affective beliefs on live chat satisfaction and ον the intention to continue using the channel. Having analyzed the responses of 332 live chat users, our results indicate the importance of specific service quality aspects, namely empathy and reliability, of communication quality, of perceived usefulness and perceived enjoyment in shaping live chat satisfaction and continuance intention. Contrariwise, the assurance and responsiveness aspects of service quality, do not prove to affect the live chat experience.
Factors that influence customer engagement in omnichannel environment in Greece
(05/24/2021) Myftaraj, Denada; Μυφταράι, Ντενάντα; Athens University of Economics and Business, Department of Marketing and Communication; Kokkinaki, Flora; Indounas, Konstantinos; Drossos, Dimitrios
Retailers can use communication, sales and customer service channels in a variety of ways. Omnichannel retail is described as the set of activities related to the sale of goods and / or services through all the widely used channels, where the customer can cause full channel interaction and / or the retailer can control the full integration of the channels. This strategy focuses on a holistic view of all channels. The customer can move seamlessly from one channel to another, including all popular channels such as the retailer's website and application and the point of receipt of the products. Even traditional marketing channels are considered part of this strategy and therefore also require synergistic management. The current study focuses on the factors affecting customer engagement in omnichannel environment, the data collection was conducted with a questionnaire and among others the findings show that the higher the levels of channel integration quality, the higher the levels of engagement for the customers. Therefore, the findings indicate that channel integration quality is an important variable which is strongly connected with customer engagement. Additionally, it was found that a company can achieve higher levels of customer engagement when it pays attention on the appearance of the store, the aesthetic design, the customization of its offerings, the flow of the experience and the minimization of the privacy risk as it perceived by the customer. As a result, it can be stated that several factors can result on higher levels of customer engagement and their significance should be considered when a company aims on increasing the engagement of its customers.
The understanding of how Greek hotels leverage social media in their marketing strategy
(05/31/2021) Vergou, Efstathia; Βέργου, Ευσταθία; Athens University of Economics and Business, Department of Marketing and Communication; Kokkinaki, Flora; Indounas, Konstantinos; Drossos, Dimitrios
As more and more industries exploit the capabilities of these new tools, it is imperative to analyze the role of this new wave of marketing in hospitality sector. Previous studies investigating social media marketing in correlation with hotels have mainly focused on the reasons of why hotels should exploit social media and the effectiveness of these marketing methods. There is a significant lack in literature on investigating the application of the social media in hospitality as researchers gave prominence to the theoretical than the practical view of this topic. The aim of this study is to investigate all the important aspects both theoretical and practical of social media marketing in hotel industry, considering the experts’ view of Greek hospitality and marketing sector. For this reason, a Delphi study with experts both from hospitality and marketing sector was conducted, in order to create a complete image about this topic. This study provided quantitative and qualitative data and the data collection was conducted via online surveys in December and January 2020-1, which resulted in 16 responses. Experts were asked about the reasons of why social media are necessary in Greek hotels, the impact of them in customer journey, the platforms that are considered more effective, the objectives that are achievable via social media marketing and the marketing activities that are more suitable in hotels’ marketing strategy. This dissertation is composed of five main chapters that are the main body of this investigation. The structure of the dissertation is the following: Introduction, Literature Review, Methodology, Data analysis and the final chapter is comprised of the Discussion, Conclusion and Recommendations.
Utilization of online customer reviews to identify latent dimensions of customer satisfaction and predict customer recommendation intentions: the case of Greek airline industry
(2021) Chatzis, Georgios; Athens University of Economics and Business, Department of Marketing and Communication; Karantinou, Kalipso; Painesis, Grigorios; Drossos, Dimitrios
The market in which airline companies operate, has faced several challenges during the previous years in a global scope. These challenges in combination with the low profit margins of the industry and the appearance of low-cost carriers, have made the market highly competitive. As a result, airline companies try to differentiate themselves from their competitors and achieve competitive advantage, by identifying those dimensions of customer satisfaction which influence passengers loyalty and advocacy.Traditional research methods, employed by airline companies over the previous years, have failed to extract valuable information by analyzing customer feedback and translate it into useful insights. This failure is mainly caused by the rapid growth of web 2.0 applications which changed the way consumers search, produce, consume, and share information. User generated content (UGC) and particularly online customer reviews (OCRs) is considered as a new impulsive, independent and reliable source of information that airline companies should take advantage of.This research utilizes text mining techniques from the field of machine learning (ML) and natural language processing (NLP), such as the Latent Dirichlet Allocation (LDA) model to identify and mine latent dimensions of customer satisfaction as expressed in OCRs. It also uses a lexicon-based sentiment analysis to calculate the sentiment polarity scores of each aforementioned extracted dimension as they are expressed in every OCR. The sentiment polarity scores are then fed in a discriminant function analysis which tests and validates the mined dimensions of customer satisfaction, and ultimately identifies those dimensions which influence customers’ recommendation behavior, the most.The LDA model revealed eight latent dimensions of customer satisfaction, but after the implementation of the discriminant function analysis only six of them namely, Food & Beverages ,Ground Service, Luggage, Cabin crew, Problems, and Customer Service, influence passengers’ recommendation decisions.