Dynamic marketing capabilities in customer service on social networking sites
Dynamic marketing capabilities in customer service on social networking sites

Summary/Abstract: Objectives:The article’s purpose is to identify and present the marketing practices and routines implemented on social networking sites aimed at increasing the level of customer service quality.Material and methods:The article is prepared based on a review of the literature on the subjects of dynamic marketing capabilities, and a diagnosis of the potential of social networking sites in customer service. The exploratory and descriptive case studies were employed to examine the level of usage by enterprises/brands (Microsoft, Netflix, Sephora) of social networking sites for customer service to find practical examples of routines which could be assigned as dynamic marketing capabilities.Results:Dynamic marketing capabilities (DNS) manifestations and exemplifications were retrieved from the case study analyses: • involvement of crowds in problem-solving; • 360 degrees/full service, permanent customer service enhancement; • customers’ comfort enhancement via asynchronous conversation experience; • valuable content delivery free of charge; • fulfilling customer communication expectations; • Artificial Intelligence, Augmented Reality, Machine Learning for customers service enhancement.Conclusions:The dynamic development of communication, including SNS, has led to changes in customer service processes. It seems that the main determinant of the changes taking place in the market is the growing role of Generation Z consumers with a new set of expectations and behaviors towards enterprises (24/7 online responsiveness, communication individualisation, partnership, Internet accessibility via different platforms etc.).

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