Abstract:
The paper seeks to identify Starbuck's experience in using social media, understand how social media is linked to customer knowledge management, and assess how social media services could have contributed to Starbucks success. Starbucks demonstrates versatility to engage customers and support different part of customer knowledge management strategy through various social media platforms, such as MyStarbucksIdea, Facebook, Twitter and Foursquare. The paper finds that the emergence of social media has empowered the users because they were able to comment and recommend the firm products more effectively than before. Starbucks closely follows the principle of ‘design with customers’ in defining the role of customers, allowing them to play the role of creators and evaluators of ideas. Taken together, social media has been an effective platform for Starbucks to better understand consumer needs and preferences that eventually bring forth much improvement in Starbucks’ operational performance.
Machine summary:
Cai 1 School of Business and Communications, PSB Academy, Singapore Received 14 July 2014, Accepted 27 October 2014 ABSTRACT: The paper seeks to identify Starbuck's experience in using social media, understand how social media is linked to customer knowledge management, and assess how social media services could have contributed to Starbucks success.
Taken together, social media has been an effective platform for Starbucks to better understand consumer needs and preferences that eventually bring forth much improvement in Starbucks’operational performance .
For example, organization uses location-aware mobile service to post information about offers and discounts available at selected branches and encourage customers to ‘check in’ at these locations (Dooley et al.
Developing own social media platforms is a good way for organizations to inform their customers about their strategies and getting ideas from them to develop their products and service (Fuchs and Schreier, 2011).
Kaplan and Haenlein (2010) have argued that social media has the potential of building brand recognition, increasing brand reputation, developing new products, acquiring and sharing customer knowledge and managing customer relationship (see also Hull et al.
Using Facebook allows Starbucks to share rich knowledge of its products, service and locations to its customers.
Starbucks demonstrates versatility to engage customers and support different part of customer knowledge management strategy through various social media platforms, such as MyStarbucksIdea, Facebook, Twitter and Foursquare.
Starbucks demonstrates versatility to engage customers and support different part of customer knowledge management strategy through various social media platforms, such as MyStarbucksIdea, Facebook, Twitter and Foursquare.