Consumers are more empowered than ever to share their customer care experiences. Through the use of social media and new communications tools and technologies, messages can be sent more widely than ever before. This research study examined the links between social media, customer satisfaction, brand reputation and customer loyalty. The Society for New
Communications Research designed the research to examine how customer care influences brand reputation given the widespread adoption of social media. Objectives of the research included:
- To assess the extent to which consumers research and review companies' products/services online prior to making purchase decisions
- To assess the influence of social media on user opinions as they relate to the customer care experience
- To determine what types of online resources and social media are considered the most valuable sources of information about the customer care experience
- To assess the extent to which consumers are influenced by their own customer care experiences and how they think sharing that information online influences how others view products and brands.