Airline Brands on Twitter: Discovering What Consumers Value to Create a Stronger Social CRM Strategy

Abstract: Abstract Title: Airline Brands on Twitter: Discovering What Consumers Value to Create a Stronger Social CRM Strategy Date of the Seminar: June 2nd, 2015 Course: BUSN39. Degree project in global marketing Authors: Jane Macfarlane-Grieve Emily Widen Advisors: Christian Koch, PhD Keywords: Social Customer Relationship Management, Communication, Twitter, Airline, Customer Satisfaction Thesis purpose: The objective of this research paper is to gain a clear understanding of consumer attitudes and expectations whilst engaging in conversation with airline brands on the social media platform Twitter. This paper seeks to understand what manner of interactions consumers find valuable, and if there is a method of ensuring a satisfying response from the airline. This will examine how airline brands can strengthen social CRM strategies on a theoretical level to offer consumers what they most value. Furthermore, this paper will identify and create a model in which to use to utilize for future interactions with consumers on Twitter in the airline industry. This thesis will address the specific question; how can airline brands satisfy consumer expectations with their social CRM strategy to best interact with consumers on Twitter? Additionally, the sub-question will be addressed; can traditional communication and customer satisfaction theories enhance airline brands social CRM strategies? Methodology: In order to explore these questions in depth; first a comprehensive literature review of all relevant theories was completed. Next, a netnography study of 600 Twitter conversations were collected and coded in an attempt to gain insight and understanding of what consumers want and need from airlines on Twitter. This code was developed based on the data. Also, a self-completion web survey was used as a way to speak directly with consumers about airlines and Twitter. Theoretical perspective: This paper examines the theories of; communication, customer satisfaction, empowered consumer, social CRM, as social media theories. Empirical data: This mixed method study combines a netnography study of 600 Twitter conversations with a supplemental consumer self-completion web survey. Conclusion: The most notable theoretical findings are that present social customer relationship management theories do not fully encompass the ever-changing and culturally significant social media platforms. Customer satisfaction theories and communication theories were considered as subset elements of customer relationship management theory, and while these could align with a basic understanding of the principles of CRM social media, they could not fully grasp unique culture of Twitter and the significance of the empowered consumer. Elements such as the reduced character count on Twitter and the expectations of immediate response need to be adapted to a more specific theory, which better understands this vast communication platform. We propose that while this theory begins to emerge, brands can utilize standard theories on communication and customer satisfaction to create a comprehensive social CRM strategy to build relationships with the empowered consumer. Knowing consumer expectations, and what the consumer values, will lead to a successful implementation of these concepts in social CRM. Additionally, many practical consumer wants and needs were discovered and a model was created. This model is to be used as a guideline for airline brand managers in order to best interact with consumers via Twitter.