Analyzing Social Media's Role in Customer Satisfaction Enhancement

This report presents a literature review focused on the influence of social media on customer satisfaction. The review examines the significance of social media as a tool for businesses to build stronger relationships with their target markets, gain a competitive advantage, and understand customer needs. It explores how social media platforms like Facebook and Twitter facilitate information sharing, brand development, and customer feedback, ultimately enhancing customer satisfaction. The report highlights the effectiveness of social media in promoting products, engaging customers, and fostering customer loyalty through online surveys, product modifications, and timely information delivery. It also discusses the role of networking sites as customer support channels and the benefits of social media in influencing purchase decisions, building brand blogs, and adapting to rapid changes in customer needs. The literature review analyzes various sources, including books, journals, and online articles, to provide a comprehensive understanding of the impact of social media on customer satisfaction and its importance in today's competitive business environment.

ASSIGNMENT 2

Table of Contents
LITERATURE REVIEW................................................................................................................1
TASK 1............................................................................................................................................1
Introduction..................................................................................................................................1
Significance of social media........................................................................................................1
TASK 2............................................................................................................................................4
Conclusion...................................................................................................................................6
REFERENCES................................................................................................................................7

LITERATURE REVIEW
TASK 1
Introduction
Literature review plays one of the most important part in the research where views of
different authors and professionals are considered for conducting study properly. Further, it
provides base to the entire research. In the present study literature review with regard to social
media has been undertaken so as to know how it supports organization in enhancing satisfaction
level of its target market (Constantinides, 2014). Moreover, it has assisted in knowing what are
the benefits obtained by business after indulging into practices of social media. Apart from this,
it directly leads to higher level of customer satisfaction where majority of the customers prefer to
be brand loyal.
Significance of social media
As per view of Asur and Huberman (2010) social media is one of the most significant
tools employed by every business operating in the market. Further, it encourages business to
build stronger relationship with target market and in turn business can easily gain competitive
advantage with the help of this. Without employing appropriate tools it is not at all possible for
business to understand actual need and requirement of target market. Majority of the businesses
operating in the market have started to use social media platform for promoting its product range
in front of customers (Malhotra, 2012). It is well known fact that before purchasing any type of
product customers prefer to access product information and this is only possible when
organization is having social media platform. However Kumar and Mirchandani (2012) argued
that sites such as facebook, twitter, google+ are quite effective with the motive to sharing any
type of information. Moreover, without indulging into practices of social media it is not at all
possible for any organization to survive in the market and can lead to decline in level of overall
performance. Apart from this, development of brand image is also possible through social media
channels where Facebook and twitter allows business to share crucial data with target market and
in turn results are also favourable (Smith and Zook, 2011). Customer satisfaction relies on large
number of factors where product quality, price and other form of attributes are considered for
judging their satisfaction level. In case if company is delivering appropriate product to customer
then it indicates higher satisfaction level and vice versa.
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In the era of competition every organization has realized importance of social media
where they are able to differentiate products from those of competitors in the market. Apart from
this, feedback is being taken from target market on continuous basis so as to know whether they
are satisfied with product range or not (Papasolomou and Melanthiou, 2012). Moreover, higher
funds are allocated by companies in social media so as to influence purchase behavior of large
number of customers in the market. According to Mangold and Faulds (2009) branding along
with other type of activities through social media is really beneficial for the organizations.
Further, people living in the society spends majority of the time on networking site such as
facebook and twitter. Information sharing with the help of these tools helps in identifying real
requirement of the customers (Hollebeek, Glynn and Brodie, 2014). Moreover, without knowing
customers requirement it is not possible for any business to survive in the market.
Effectiveness of social media in enhancing customer satisfaction
As per view of Donovan and Henley (2003) social media is considered to be one of the
most effective tool with the help of which level of customer satisfaction enhances. Further, the
strategies being employed for promoting range of products influences purchase behavior of
target market. Through social media customers are treated like boss where interaction with them
takes place on continuous basis (Lipsman and et. al., 2012). Customers are offered products
which exceeds their requirement. Apart from this online survey tools are undertaken with the
motive to know satisfaction level of target market. This highlights real position of business in the
market. Customer loyalty is developed by organization for enhancing satisfaction level and this
in turn allows in gaining competitive advantage. However Pooja and Jiangmei (2012) argued that
meeting with the expectation of target market is must for business in the competitive era and this
is only possible when contact with customers take place on continuous basis in the market.
Along with this, product modification has to be done on the basis of changing customers need.
Delivering information linked with product development, modification etc is also effective
through which customers can be satisfied in efficient manner (Scott, 2009). On continuous basis
tracking level of customer satisfaction is also fruitful for business through which it can be easily
known whether customers are purchasing products on continuous basis or not.
According to Smith and Zook (2011) social media as a tool has become effective in order
to communicate professional messages with target market. Further, it leads to rise in sales
volume of enterprise where businesses are able to share information with the help of facebook,
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twitter. In short, social media has become one of the main reason behind success of businesses in
the market (Papasolomou and Melanthiou, 2012). Networking sites acts as customer support
channel and in turn assistance is provided to target market on continuous basis. So, it provides
proper support to businesses and survival becomes easy in the market. Apart from this, to
respond customers in the modern era has become necessary for companies and all their queries
are important for companies. As per view of Grangier and Fischette (2012) social media as a
source is being employed by business for customer engagement purpose. Finding the most
profitable customer is one of the main benefit of accessing networking site. Further, purchase
decision of target market can be influenced easily and through this business can enhance its sales
volume. Content which is most useful for target market is being shared by company such as
offers on product etc (Donovan and Henley, 2003). Through this satisfaction level of customers
is increased rapidly and it allows business in gaining competitive edge also.
Building blogs on facebook and Twitter is also considered to be most effective through
which customers are updated in relation with the product range. Generally it has been identified
that brand which provides important information to customers timely is regarded to be most
popular in the market. According to Asur and Huberman (2010) through introduction of social
media tool remarkable benefits are delivered to the target market which can be monetary or non
monetary also. Companies who have highly succeed in the market enjoy benefit of social media
and they are able to deal with the challenges present in the business environment. Facebook as a
networking site is accessed by every type of individual living in the society and due to this
reason sharing information on this site is highly fruitful for business and leafs to rise in overall
level of satisfaction. Better relation is being developed by customers through use of social media
and it is regarded as one of the most effective retention strategy.
In the modern era every sector is highly competitive whether it may be retail or any
other. Therefore, businesses have started to adopt social media as a tool for engaging customers
in large number of activities (Donovan and Henley, 2003). Apart from this, it has developed
brand image of businesses operating in the market and has brought remarkable results. Without
engaging into social media practices it is not possible for any business to survive in the market
and this can have adverse impact on the overall performance. Moreover, to understand about the
rapid change in need and requirement of target market this tool is most beneficial for business
entities. As per view of Mangold and Faulds (2009) networking sites are a kind of
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communication platform where customers have choice of how and when they can communicate
with any business. Platforms which are provided by Twitter and facebook are considered as
perfect for escalating complaints and this has supported in bringing changes in the product range.
It directly provides remarkable experience to the customers and in turn businesses are able to
develop their internal capabilities for conducting operations in the market. Without focusing on
effective marketing tools crucial information cannot be shared with target market and it acts as
hurdle in carrying out overall operations (Malhotra, 2012). To build healthy relationship with
target market proper communication must be present and they must receive information timely.
So, it provides long term benefits to the company and in turn desired objectives can be
accomplished easily. Majority of the companies operating in the market are enjoying benefits of
social media tools in terms of higher profitability level, market share etc. In short, survival has
become easy in the competitive era where organizations are becoming leader in the market.
Moreover, customers do not prefer to switch towards other brand in the market.
TASK 2
In every kind of research it is necessary to review literature so as to obtain adequate
amount of information which is beneficial for the research. Further, the entire process of research
is incomplete if in case proper literature reviews sources are not undertaken. The research which
is being done by researcher in past provides base to the present research where it becomes easy
to accomplish objectives of the research in every possible manner. Various books have been
written regarding social media practices and this has supported how this tool allows in enhancing
customer satisfaction level. Apart from this, without undertaking views of different authors it is
not at all possible to carry out research in proper manner. Every research requires backbone and
this is only possible where different sources are undertaken. Importance of literature review can
be seen at the time of carrying out research and it assists in answering all the research questions
linked with the research.
Apart from this, effective sources undertaken supports in generation of new ideas and
concepts which can be easily applied in the research being carried out. Moreover, the most
significant part is to identify which source is useful for the study as in case if any irrelevant
source is undertaken then it has adverse impact on the entire research. It is the moral
responsibility of researcher to identify the range of sources which are beneficial for the study and
through this it becomes easy to accomplish expected findings. Literature review is considered to
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be most important part in the study where new thoughts can be generated easily and it provides
adequate amount of information through which research can be carried out efficiently. The
present research is based on significance of social media marketing on customer satisfaction
level. Therefore, to undertake the entire research various sources have been undertaken which
are relevant with the study. So, this will provide base to the entire research where actual
effectiveness of social media can be known easily. Apart from this, it will become easy to know
what are the real factors which affect customer satisfaction level and through this business can
take corrective measures for raising satisfaction level of target market. Moreover, it has
highlighted the real concepts where were not at all known by the researcher and through this
efficiency of the research can be known easily and in proper manner.
The main sources of information for literature review involve books, journals and online
articles. Further, different articles have been referred with the motive to collect adequate amount
of information associated with the research. Apart from this, the sources undertaken have acted
as backbone where adequate amount of data has been collected which is fruitful for the study.
Sometime it may be possible that some sources may be of no use and due to this reason it is
necessary for researcher to identify from which source data can be collected. With the motive to
know impact of social media on customer satisfaction level different books and online articles
have been undertaken. They have supported to reach towards valid conclusion and in turn the
objectives associated with the research can be accomplished easily.
Literature review sources have supported in knowing that social media is one of the most
effective tool which allows businesses to understand about need and requirement of target
market. Further, corrective measures are taken by companies to focus on product development as
per customers need. Without focusing on need of target market no company can survive in the
market. Adoption of networking site such as facebook, twitter etc is quite effective through
which interaction with target market can take place easily. In short, it can allow companies in
gaining competitive edge and in turn large number of benefits can be obtained easily. Without
social media practices it is not possible to know about changing need and preferences of
customers and it surely leads to unfavorable results for company in the market. Therefore,
adoption of this tool has raised at faster pace by majority of firms and they are able to enhance
level of overall performance through social media practices in the market.
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Conclusion
The literature review sources undertaken have supported entire research along with
accomplishing main objectives of the research. Further, different books, journals and online
articles accessed have provided adequate amount of information which is fruitful for the study.
Therefore, with the secondary sources undertaken it is clear that social media marketing plays
most significant role in enhancing customer satisfaction level and assist in enhancing
performance of business in the market. Therefore, with the help of this it can be clearly stated
that literature review sources has enhanced efficiency of the entire research.
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REFERENCES
Books and Journals
Donovan, R. J. and Henley, N., 2003. Social marketing: Principles and practice (pp. 57-90).
Melbourne: IP communications.
Evans, D., 2012. Social media marketing: An hour a day. John Wiley & Sons.
Grangier, B. and Fischette, A. J., 2012. Social Media Marketing. AFA Essentials.
Hollebeek, L. D., Glynn, M. S. and Brodie, R. J., 2014. Consumer brand engagement in social
media: Conceptualization, scale development and validation. Journal of interactive
marketing. 28(2). pp.149-165.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Pooja, M. and Jiangmei, C., 2012. The impact of social media usage on consumer buying
behavior. Advances in Management. 5(1).
Scott, D. M., 2009. The new rules of marketing and PR: how to use social media, blogs, news
releases, online video, and viral marketing to reach buyers directly. John Wiley & Sons.
Smith, P. R. and Zook, Z., 2011. Marketing communications: integrating offline and online with
social media. Kogan Page Ltd..
Sterne, J., 2010. Social media metrics: How to measure and optimize your marketing investment.
John Wiley & Sons.
Tuten, T. L. and Solomon, M. R., 2014. Social media marketing. Sage.
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