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How does social media help local businesses to retain customers ?

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Masson, Amaury ULiège
Promotor(s) : Standaert, Willem ULiège
Date of defense : 24-Jun-2020/26-Jun-2020 • Permalink : http://hdl.handle.net/2268.2/8901
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Title : How does social media help local businesses to retain customers ?
Translated title : [fr] Comment les réseaux sociaux aident-ils les commerces locaux à fidéliser leurs clients ?
Author : Masson, Amaury ULiège
Date of defense  : 24-Jun-2020/26-Jun-2020
Advisor(s) : Standaert, Willem ULiège
Committee's member(s) : Delcourt, Cécile ULiège
Ghilissen, Michael ULiège
Language : English
Number of pages : 62
Keywords : [en] customer loyalty
[en] customer satisfaction
[en] customer retention
[en] marketing
[en] digital marketing
[en] inbound marketing
[en] social media
[en] social networks
[en] local business
[en] short-circuit
[en] online loyalty
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] Customer loyalty is based on many elements like the quality of the work done by the employees, customer satisfaction and customer retention.
Online loyalty also has a significant impact on company’s profitability. In recent years, social media added an additional dimension to this phenomenon.
In order to compare the theory with the reality, a case study supplements the detailed literature review. This case study is done about local businesses and the way they build customer loyalty.
In this context, I could understand how social media help local businesses to retain their customers.


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  • Masson, Amaury ULiège Université de Liège > Master sc. gest., à fin.

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  • Total number of downloads 54










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