Social media facilitates the interaction with customers and
potential customers (Mount & Garcia Martinez, 2014), and Andzulis,
Panagopoulus & Rapp (2009) indicated that the potential customers
who can be reached through Social Media is of great importance.
Loyalty & trust
Bell, Auh & Smalley (2005) described
Customer loyalty as a consumer’s intent to
stay with an organization. It represents a
commitment by the customer to purchase
products from the same business in order
to help it grow successfully (Bell, Auh, &
Smalley, 2005). Customer loyalty is seen
as a fundamental tool for a business’s
success. Loyalty was interpreted as a type
of customer behavior towards a particular
brand over time.
Loyalty behavior includes, for example,
buying repeatedly from the same seller
or an improvement in the strength of
the relationship with the same supplier.
Loyalty may be described in three
different ways: loyalty as a behavior;
loyalty as an attitude; and loyalty as a
cognitive process.
According to Yulin et al. (2014), trust
is the confidence in the exchange of a
partner’s reliability and integrity, and
it is considere d to be very important in
trading relationships. Trust is also defined
as the desire to rely on a trading partner
in whom one has confidence and can
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Marketing For The Future
depend on. Therefore, trust requires believing that the other
party is skilled enough to fulfill the promise made towards
them, and that they are also have the ability to do this. Among
the many influencing factors, trust has been found to be a key
predictor for customer retention (Yulin, et al., 2014) .
Customer’s Satisfaction
Haumann, Quaiser, Wieseke, & Rese (2014) stated that customer
satisfaction is fundamental in marketing. According Haumann,
Quaiser, Wieseke, & Rese (2014) customer satisfaction positively
affects important customer results, such as customer loyalty
and customer desire to pay. Therefore, not surprisingly,
customer satisfaction also plays a primary role in marketing
practice (Haumann, Quaiser, Wieseke, & Rese, 2014).
According to Fornell, Rust & Dekimpe (2010) satisfied customers
are willing to pay more. Satisfied consumers also cause a
positive Word of Mouth (WOM) and improved product usage,
which in time will promote future consumer spending (Fornell,
Rust, & Dekimpe, 2010). This could result in more profit for the
business. Variables that can influence the customer satisfaction
include price, need, service quality and expectation of a
product or service
Social media facilitates the interaction with customers and
potential customers (Mount & Garcia Martinez, 2014), and