Is there more to it than posting a status update?

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possible problematic situations (Morgan & Hunt, 1994), thus also commitment measures the relationship quality. It has been researched that customers commit to brands, organizations’ employees, and favored institutions, such as art museums (Roberts et al., 2003). As mentioned by Roberts et al. (2003), service quality is a necessary but not sufficient condition for relationship quality. This means that in order to have a good quality relationship, service quality is always required, but it alone does not guarantee good relationship quality. Also the not so good service encouters are important to measure and address, as they point the organizations into noticing what went wrong (Reichheld & Sasser, 1990). However, service quality measures these issues from the customers’ viewpoint, whereas relationship quality should measure the entire process of the relationship, from both sides. Also, relationships are ongoing and services can be oneoff tansaction like insidents (Roberts et al., 2003). Youker (2010) notes that the logic of evaluating something requires a set of criteria, standards, measurements, and synthesis. Thus, organizations need to set the issues they want to measure, create a the criteria throguh which they are evaluated, think of the measurements and finally put all of these together. It is important to remeber, whenever measuring something, that it is not the measuring itself that is vital, it is what is done with the found results that count. 3.5 RELATIONSHIP MARKETING IN SOCIAL MEDIA The reasons for an organization and an individual to take part in RM were discussed in the previous subsections of this chapter. This subsection focuses on the technological innovations of the modern internet that allows the actions needed for different stages of RM online. In the beginning a framework for conducting relationship marketing in social media setting is presented. Even though it was proved that the utilization of technology in the 1990’s could not result to real interpersonal communication between an organization and its customers, perhaps it was not the technology by itself that was the problem, but the way it was utilized. (see Mitussis et al., 2006). Technology was seen as an end instead of means in the building of customer relationships for organizations. When looked at in retrospect, it is rather self-evident that no technology in itself can create a relationship with the clientele. When, for example, the 39
messages received by the customers are all automatized and there is no feeling of real people behind the messages, it is no wonder it makes the customers rather turn away than create a personal feeling of belonging, as those kinds of messages are still one-way, informative in nature and thus unappealing to most customers (Mitussis et.al., 2006). In Picture 5 the present research suggests how relationship marketing can be conducted in an environment of social media. The division into three parts is the same as in Picture 2; The frame of reference, in the beginning of chapter 3: prerequisites for customer relationships, building customer relationships, and maintaining the customer relationships. The prerequisites of customer relationships in social media are suggested to include a strategy and guidelines for how to act, as well as willingness for the social media presence. Goals and clarification on the reasons of the social media presence are included in the strategy. Organizations are also suggested to need willingness for trial and error in social media, and of course the willingness to participate in social media overall. For the building of customer relationships in social media, the present research suggests that an organization should focus on the way they communicate, and the applications they utilize. Finally, the research suggests that the relationships online are measured, as it provides knowledge on what has been done correctly and what needs improving. The risks and benefits of utilizing social media actualize when an organization has the relationships and the “fans” to hold on to. In this section all of these parts are further clarified, after the term ‘social media’ is separated from ‘web 2.0’. PREREQUISITES FOR CUSTOMER RELATIONSHIPS WILLINGNESS for utilizing social media Social media STRATEGY and GUIDELINES BUILDING CUSTOMER RELATIONSHIPS The way of COMMUNICATION The social media APPLICATIONS Picture 6: Relationship marketing in social media MAINTAINING THE CUSTOMER RELATIONSHIPS CONCERNS / BENEFITS of social media precense MEASURING the social media success 40
Page 1 and 2: Is there more to it than posting a
Page 3 and 4: Tiivistelmä Tämä tutkimus osalli
Page 5 and 6: 5 FINDINGS OF THE RESEARCH ........
Page 7 and 8: 1 INTRODUCTION “Winning and keepi
Page 9 and 10: museums, are expected to outperform
Page 11 and 12: 1.1 Research questions and structur
Page 13 and 14: & Levy (1969) defined it, it is jus
Page 15 and 16: profit, and governmental. Each of t
Page 17 and 18: and the consumer of a service are t
Page 19 and 20: 3 THEORY: RELATIONSHIP WITH THE CUS
Page 21 and 22: 3.2.1 A mindset for customer relati
Page 23 and 24: depends on the customer and industr
Page 25 and 26: to understand in service organizati
Page 27 and 28: fact that a service is created at t
Page 29 and 30: RM, however, is not a new phenomeno
Page 31 and 32: step to creating a relationship. Wi
Page 33 and 34: 25). When the clientele of an organ
Page 35 and 36: all problems, for example, also in
Page 37 and 38: Traditionally customers have seen t
Page 39: entire process of co-creation of va
Page 43 and 44: confused with the technology behind
Page 45 and 46: engage with the organization in soc
Page 47 and 48: media in an organization, and thus
Page 49 and 50: 3.5.1 Social media applications Soc
Page 51 and 52: & Leighton 2011). Kozinets et al. (
Page 53 and 54: approximately 30 percent of the use
Page 55 and 56: developed for the function of filte
Page 57 and 58: important, what will it give to the
Page 59 and 60: 4 METHODOLOGY In order to find out
Page 61 and 62: interviews, instead of unstructured
Page 63 and 64: The methods used for data collectio
Page 65 and 66: with regard to the number of organi
Page 67 and 68: collections, the museums spent 2,8
Page 69 and 70: using the internet, but also they a
Page 71 and 72: Registered as a user in a social ne
Page 73 and 74: does what, at least almost on case
Page 75 and 76: wise to consider the style of writi
Page 77 and 78: there is or how to behave, or what
Page 79 and 80: Even though a few museums seemed to
Page 81 and 82: …There, in the online world a mus
Page 83 and 84: sized museum had, not only customer
Page 85 and 86: We don’t know whether people from
Page 87 and 88: Yes, you could day the experience i
Page 89 and 90: inquired on whether different conte
Page 91 and 92:
6 DISCUSSION In this chapter the fi
Page 93 and 94:
Another concern the museums pointed
Page 95 and 96:
utilization, would be clear to them
Page 97 and 98:
7 CONCLUSIONS In this chapter a dis
Page 99 and 100:
that even when people do arrive int
Page 101 and 102:
large-scale interactions with exter
Page 103 and 104:
8 REFERENCES Alasuutari, P. Laadull
Page 105 and 106:
Conway Tony & Debra Leighton. ”Co
Page 107 and 108:
Grönroos Christian. ”Service Qua
Page 109 and 110:
McDaniel Clay. ”3 Key Metrics To
Page 111 and 112:
Passebois Juliette & Philippe Aurie
Page 113 and 114:
Sorav Jain. ”40 Most Popular Soci
Page 115 and 116:
APPENDIX 1: List of Finnish art mus
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