Abstract
The use of new technology always brings with it questions as to its usefulness. In other words, does the new technology actually work and to what extent? This paper examines Web 2.0 technology and its impact on customer attraction and retention. It was found that the use of Web 2.0 can have a positive influence on customer attraction and retention that leads to stronger business-to-customer relationships. However, research also identified drawbacks such as: risk of abuse, misleading information, outdated information, information overload, privacy breaches and fear of being offended issues. Recommendations are given for the use of Web 2.0 in marketing. There is also a warning about the need for dedicated staff to minimize the amount of misleading and outdated information.
| Original language | English |
|---|---|
| Title of host publication | Asia Pacific Journal of Advanced Business and Social Studies |
| Pages | 182-192 |
| Number of pages | 11 |
| Volume | 2 |
| Edition | 2 |
| ISBN (Electronic) | 9780994365675 |
| Publication status | Published - 28 Jan 2016 |
| Event | 1st International Conference on Advanced Business & Social Sciences - Hotel Neo Kuta, Bali, Indonesia Duration: 28 Jan 2016 → 29 Jan 2016 https://apiar.org.au/wp-content/uploads/2015/09/4_1st-International-Conference-on-Advanced-Business-Social-Sciences-ICABSS-2016-Bali-Indonesia.pdf |
Conference
| Conference | 1st International Conference on Advanced Business & Social Sciences |
|---|---|
| Abbreviated title | ICABSS-2016 |
| Country/Territory | Indonesia |
| City | Bali |
| Period | 28/01/16 → 29/01/16 |
| Internet address |
Keywords
- B2C
- Customer attraction
- Customer retention
- Marketing
- Relationship marketing