A Critical Review Of Customer Knowledge
Student Name: KAI ZHOU
Student Number: 140130706
Module Code: NBS8328
Module Title: International Management Practitioner
Assignment title: A critical review of Customer knowledge management via social media: the case of Starbucks
Word Count: 1524
Submission Date: 15/11/2014
Review: Chua, A.Y. and Banerjee, S. (2013). ‘Customer knowledge management via social media: the case of Starbucks’, Journal of Knowledge Management, Vol. 17, Iss.2 pp. 237 – 249.
A great many corporations begin to realize the importance of using social media, which is a virtual platform that enables users to communicate with each others, obtain information and share information on the Internet (Boateng, 2014). It is an indispensable technology for customer knowledge management (CKM), which could be defined as ‘managing knowledge possessed by customers and knowledge about customers’ (Boateng, 2014). In this essay it will be argued that Chua and Banerjee 's study of how social media can be applied to assist in customer knowledge management in Starbucks, a market leader in coffee industry. The study exerts qualitative case study and netnography on Starbucks as research methodology. It can be found in Chua and Banerjee 's paper that Starbucks uses a great variety of social media instruments to enhance the brand awareness, increase the interaction with customers and give them a chance to exchange information and create value for the company. The paper refers to a plenty of advantages about CKM in company’s strategy, however, Chua and Banerjee do not write the potential stumbling blocks for CKM. Furthermore, the study of social media is not comprehensiveness reflect in lacking analysis of mobile phone marketing approach. Despite the paper weaknesses identified, in practice, the significant merits emerge in the process of case analysis. The methodology that Chua and Banerjee employed better analyzes the importance of social media in support of customer knowledge
Student Number: 140130706
Module Code: NBS8328
Module Title: International Management Practitioner
Assignment title: A critical review of Customer knowledge management via social media: the case of Starbucks
Word Count: 1524
Submission Date: 15/11/2014
Review: Chua, A.Y. and Banerjee, S. (2013). ‘Customer knowledge management via social media: the case of Starbucks’, Journal of Knowledge Management, Vol. 17, Iss.2 pp. 237 – 249.
A great many corporations begin to realize the importance of using social media, which is a virtual platform that enables users to communicate with each others, obtain information and share information on the Internet (Boateng, 2014). It is an indispensable technology for customer knowledge management (CKM), which could be defined as ‘managing knowledge possessed by customers and knowledge about customers’ (Boateng, 2014). In this essay it will be argued that Chua and Banerjee 's study of how social media can be applied to assist in customer knowledge management in Starbucks, a market leader in coffee industry. The study exerts qualitative case study and netnography on Starbucks as research methodology. It can be found in Chua and Banerjee 's paper that Starbucks uses a great variety of social media instruments to enhance the brand awareness, increase the interaction with customers and give them a chance to exchange information and create value for the company. The paper refers to a plenty of advantages about CKM in company’s strategy, however, Chua and Banerjee do not write the potential stumbling blocks for CKM. Furthermore, the study of social media is not comprehensiveness reflect in lacking analysis of mobile phone marketing approach. Despite the paper weaknesses identified, in practice, the significant merits emerge in the process of case analysis. The methodology that Chua and Banerjee employed better analyzes the importance of social media in support of customer knowledge
References: 1. Gibbert, M., Leibold, M. and Probst, G. (2002). Five Styles of Customer Knowledge Management, and How Smart Companies Use Them To Create Value. Great Britain; Elsevier Science. European Management Journal Vol. 20, No. 5, pp. 459–469. 2. Phillip, G. (2009). Starbucks Coffee Company. Media Management. 3 4. Kozinets, R. (2010) Netnography: Doing Ethnographic Research Online. London: Sage. 5. Brown, E. (2010). How implementing social media strategies (the right way) attracts customer loyalty. Washington, D.C. 6 7. Sigala, M. (2012). ‘‘Social networks and customer involvement in new service development (NSD): the case of www.mystarbucksidea.com’’. International Journal of Contemporary Hospitality Management, Vol. 24 No. 7, pp. 966-90. 8. Licciardi, S. (2013). Social media for innovative marketing strategies. Aalborg University: Business and Management. 9 (Accessed: 12 November, 2014). 10. Alavinejad, S., Sazvar, A. and Hossein, M. (2014). Analysis the Relationship between CKM Factors and Service Quality of Science & Technology Parks and Technology Incubators. Journal of Social Issues & Humanities, Vol. 2, Iss: 12. 11 www.nytimes.com/2009/05/19/business/media/19starbux.html (Accessed: 12 November, 2014). 12. Quenqua, D. (2010). Starbucks own good idea, how the coffee giant became one of the largest brands unsocial media. Available at: www.gvoss.cox.smu.edu (Accessed: 12 November, 2014) 13. Starbucks Use of Social Media Keeps Customers Coming Back (2011). Available at: http://www.grandsocialcentral.com/hustler-marketers/brand-managers/starbucks-brand-managers/starbucks-use-of-social-media-keeps-customers-coming-back (Accessed: 12 November, 2014).