Positive and Negative Impact of Technology on International Business

This article discusses the positive and negative impact of technology on international business, with a focus on Uber and Uber Eats. It explores how social media can be used to interact with customers and how technology can affect brand image. The article also references relevant studies on customer relationship management and brand image.

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Contents
Positive and negative impact of technology...............................................................................1
References..................................................................................................................................3

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Positive and negative impact of technology
The social media has become a widespread medium of technology that can be used by the
customers and companies to cooperate with each other by sharing and exchanging
information. It has an important role in developing and maintaining a relationship with the
customers. Uber and Uber eats spend heavily in the social media by creating fan pages which
deliver brand-related content. The users can like, comment, share, and Uber can respond to
the comments of the customers. The positive reviews on the page help company to foster the
brand relationship. It manages customer relationships and retains customers. It influences the
post-purchase decisions of the customers. Once customers avail the service of Uber and Uber
eats, it enables them to share their traveling and food consumption experience through the
social network (Perlmutter, 2017). The consumers can mention the product and service to
other by endorsing and partaking information. This way, the post-purchase experience can
help the company to involve others by validating the opinions. Along with the positive
reviews, social media also offers a stage for the customers to voice negative experiences. For
instance, 45% of social media users’ precise grievances concerning their bad experience at
Uber and Uber eats at least 10 times a month. The customer complaints are changed from
private to the public phenomenon. The social media platform also provides an opportunity to
the customers to cheaply voice their opinion against dissatisfaction. It reaches to a large
number of audiences and subsequently, it affects the image of Uber (Khodakarami and Chan,
2014).
Earlier Uber used to offer only cab service. After a long period of time, the company
launched its different segment known as Uber eats. The users can order food from the
contributing restaurants on the website of Uber eats. The CRM theory of information
technology is deployed by Uber for the new technologies as per the needs. It gives an
advantage to the Uber of doing tasks faster. The duties can be instantly assigned to the drivers
as soon as the customer makes bookings. The software like Siebel systems tracks the location
by mobile service. The company cannot operate without information technology (Richter,
Sinkovics, Ringle and Schlaegel, 2016). If any default is faced due to technology then it
affects the total working of the company. The customers share the negative reviews on the
social media platform due to disruption of technology then it affects the brand image of the
company. The same is in the case of Uber eats, the customers share negative feedback on
social media. The worst quality of the food cannot be the only reason for the negative

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feedback (Nyadzayo and Khajehzadeh, 2016). It can also be the preferability of the customers
that they do not like food. It can also be the reason that the restaurant provides good quality
food but it may not be as per the taste of the customers. But the poor ratings on the social
media put a negative impact on the Uber eats.

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References
Perlmutter, H.V., 2017. The tortuous evolution of the multinational corporation.
In International Business (pp. 117-126). Routledge.
Richter, N.F., Sinkovics, R.R., Ringle, C.M. and Schlaegel, C., 2016. A critical look at the
use of SEM in international business research. International Marketing Review, 33(3),
pp.376-404.
Khodakarami, F. and Chan, Y.E., 2014. Exploring the role of customer relationship
management (CRM) systems in customer knowledge creation. Information &
Management, 51(1), pp.27-42.
Nyadzayo, M.W. and Khajehzadeh, S., 2016. The antecedents of customer loyalty: A
moderated mediation model of customer relationship management quality and brand
image. Journal of Retailing and Consumer Services, 30, pp.262-270.