RAHMATUL, JANNATIN and MUHAMMAD, FIRDAUS and AHMAD, RIFANI (2013) The Analysis of Relationship Maintenance Strategy Implementation through Social Media: Study on Twitter of Indonesia Banking Industry. In: New Directions in Management and Business Research for the Asia Pacific Region, 2013, BATU, MALANG.
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Abstract
Nowadays, banks are actively using twitter in order to maintain relationships with customers. Unfortunately, the trend of using social media as Relationship Maintenance Strategy (RMS) for banking industry is not supported by adequate research in the realm of marketing public relation science. Positivity, openness, task sharing, networking, access, and assurance are six dimensions that can be used to measure the implementation of RMS through twitter. Thus, this research aims to analyze whether there are differences in the implementation of RMS in Indonesia banking industry through content analysis of its official twitter. The banks that will be further investigated are the three top banks belonging to Indonesia Bank Loyalty Index (IBLI) and Most Followed Bank (MFB).
| Item Type: | Conference or Workshop Item (Speech) |
|---|---|
| Uncontrolled Keywords: | Relationship Maintenance Strategy, Marketing Public Relation, Banking, Twitter |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5603 Business Administration L Education > LB Theory and practice of education |
| Divisions: | Jurusan Administrasi Bisnis > D3 Administrasi Bisnis |
| Depositing User: | Rahmatul Jannatin Na'imah |
| Date Deposited: | 20 Mar 2019 07:30 |
| Last Modified: | 20 Mar 2019 07:30 |
| URI: | http://repository.poliban.ac.id/id/eprint/151 |
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