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Customer loyalty through social networks: Lessons from Zara on Facebook
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Orientador(es)
Resumo(s)
Companies’ escalating investment in social media–—in particular, in
Facebook–—has become reality. However, most firms still do not see social networks
as a vehicle for cultivating and winning customer loyalty, but rather as a resource for
creating brand awareness. In this article, we offer a different view. By examining fans
and non-fans of the Zara brand on Facebook, we discovered that Facebook enhances
the relations that increase loyalty via trust, customer satisfaction, perceived value,
and commitment. Our results revealed that these relations are stronger for fans of the
brand than for non-fans, and suggest that customer satisfaction is the strongest
determinant of loyalty. This indicates a new opportunity for marketing managers to
achieve customer loyalty: Facebook.
Descrição
Palavras-chave
Social Media Social Networks Facebook Customer Loyalty Brand Marketing Customer Satisfaction
Contexto Educativo
Citação
Gamboa, Ana Margarida and Helena Martins Gonçalves.(2014). “Customer loyalty through social networks: Lessons from Zara on Facebook”. Business Horizons, Vol. 57, No. 6: pp. 709-717
Editora
Elsevier