The impact of new media on customer relationships

Thorsten Hennig-Thurau*, Edward C. Malthouse, Christian Friege, Sonja Gensler, Lara Lobschat, Arvind Rangaswamy, Bernd Skiera

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

641 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)311-330
Number of pages20
JournalJournal of Service Research
Volume13
Issue number3
DOIs
StatePublished - 2010

Keywords

  • customer relationships
  • electronic word-of-mouth
  • mobile technologies
  • new media
  • online communities
  • recommendation systems

ASJC Scopus subject areas

  • Information Systems
  • Sociology and Political Science
  • Organizational Behavior and Human Resource Management

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