The Impact of New Media on Customer Relationships

Hennig-Thurau T, Malthouse EC, Friege C, Gensler S, Lobschat L, Rangaswamy A, Skiera B


Abstract
Recent years have witnessed the rise of new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime. These new media threaten long established business models and corporate strategies, but also provide ample opportunities for growth through new adaptive strategies. This paper introduces a new "pinball" framework of new media's impact on relationships with customers and identifies key new media phenomena which companies should take into account when managing their relationships with customers in the new media universe. For each phenomenon, we identify challenges for researchers and managers which relate to (a) the understanding of consumer behavior, (b) the use of new media to successfully manage customer interactions, and (c) the effective measurement of customers' activities and outcomes. © The Author(s) 2010.



Publication type
Article in Journal

Peer reviewed
Yes

Publication status
Published

Year
2010

Journal
Journal of Service Research

Volume
13

Issue
3

Start page
311

End page
330

Pages range
311-330

Language
English

ISSN
10946705

DOI

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