Influence of Social Media Expressions on Service Quality Perceptions
Tarun Kumar Singhal1, Anubha Vashisht2
1Tarun Kumar Singhal, Professor, Symbiosis Centre for Management Studies NOIDA, India.
2Anubha Vashisht, Professor, Symbiosis Centre for Management Studies NOIDA, India.
Manuscript received on 01 September 2019. | Revised Manuscript received on 22 September 2019. | Manuscript published on 30 September 2019. | PP: 32-40 | Volume-8 Issue-11, September 2019. | Retrieval Number: J99670881019/2019©BEIESP | DOI: 10.35940/ijitee.J9967.0981119
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The customers are increasingly engaging with organizations to assess the service quality being offered. Generally, the engagements through customer support helplines, in-store interactions, and emails remain hidden from the customers as this data is seldom made public. In contrast, engagement through social media predominantly through social media expressions has a reaching effect due to its viral nature. The customers use social media expressions from either organizations (organization-generated) or from existing users (user-generated) to make decisions. Social media expressions representing expectations, experiences, suggestions, interactions, product/service behaviors, etc. are taken into consideration by the prospective/existing customers in creating perceptions about service quality. In a modern context, social media expressions have assumed a more considerable significance due to their quick and far-reaching impact on customers. These expressions predominantly influence the perceptions of service quality as the services are generally perceived after the delivery of the service. This paper has attempted to understand the categories of Expressions on Social Media (organization-generated and user-generated) and their subsequent influence on service quality perceptions, which would either enable a customer to engage with the organization or move away. This paper has also stressed for the need to positively stimulating social media expressions at each stage of service delivery to ensure that the perceptions of the service quality remain in the positive domain.
Keywords: Social Media, Social Media Expressions, Service Quality, Customer Perception, e-Service.
Scope of the Article: Marketing and Social Sciences