In the digital age, a new Twitter strategy can have implications for a healthy bottom line. How companies handle customer complaints on social media plays a critical role in their customer-focused performance management systems. However, there has been a notable lack of descriptive information related to assessing managerial performance based on the handling of online complaints.
New research conducted by a joint team of researchers from the University of Waterloo and the University of Birmingham suggests that social media plays a significant role in decision-making, customer satisfaction and managerial performance in the tourism and hospitality industry, achieved by incorporating nonfinancial measures and service recovery techniques into social media practices.
Learn more: How brands address getting called out on Twitter affects their bottom line, a new study finds