Enhancing the consumers' satisfaction using social media analytics within the financial industry of South Africa
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Date
2017
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Publisher
University of the Western Cape
Abstract
Due to the pressures of increased competition from different banks, both globally and
internationally, financial institutions have made a strategic decision to incorporate
Social Media (SM) and subsequently Social Media Analytics (SMA) in the daily
operations of their business.
In recent years Social Media and especially SMA gained an immense amount of
credibility and, as studies suggested, thousands of organisations were transformed,
allowing them to become more client centric and to further increase their profits.
There is currently not a clear and specific framework providing evidence that SMA can
assist in enhancing consumer satisfaction; this study aims to create a framework
detailing the consumer satisfaction factors and linking these factors to SMA,
specifically in a financial institution within South Africa. Additionally, since SMA has
not been given the acknowledgement it well deserves, this thesis will be investigating
the impact of SMA on the financial industry, as well as how SMA transformed a South
African bank and allowed it to enhance its consumer satisfaction and fundamentally
change the manner in which the organisation operates.
Description
Magister Commercii - MCom (IM) (Information Management)