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Customer Engagement in Online Communities – A Literature Review

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Part of the Fokus Dienstleistungsmarketing book series (FDM)

Zusammenfassung

Online communities have become an everyday tool for people to rate products and services, evaluate different product options, or access information and knowledge (Wasko/Faraj 2000). For companies, online communities present opportunities to enhance their service portfolios (by offering self-service, for example) as well as to provide platforms for customers to interact with each other and fellow business partners (Wirtz et al. 2013). Online communities can supplement traditional customer support services, intensifying relationships with customers and business partners and thus increasing customer satisfaction and loyalty (Bone et al. 2014).

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Authors and Affiliations

  1. 1.IngolstadtDeutschland

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