PERAN TWITTER DALAM DIGITAL CUSTOMER RELATION MANAGEMENT DI INDUSTRI PERBANKAN

Dyama Khazim Setyadi

Abstract


In a digital transformation era, various companies are competing to change communication patterns with consumers, so that consumers are expected to be more loyal to the company. One of transformation is social media optimization to build the conversation with consumers. The use of Twitter as one of the social media platforms in Indonesia by the company is currently considered as something that is needed, even though Twitter's popularity is not as high as Facebook, Instagram, or Youtube. With 22 million users in Indonesia, Twitter is one channel for companies in customer relations, one of which is as part of the customer relationship management channel. Using the netnographic method, this study analyzes the role of Twitter as part of a company's CRM channel in the digital age, especially in banking industry, as well as its implications for consumers.

 

To cite this article (7th APA style):

Setyadi, D. K. (2019). Peran Twitter dalam Digital Customer Relationship Management di Industri Perbankan [The Role of Twitter in the Digital Customer Relationship Management in Banking Industry]. Journal Communication Spectrum, 9(2), 110-124. http://dx.doi.org/10.36782/jcs.v9i2.1952

Keywords


Twitter; Banking; Digital Transformation; Customer Relationship Management; Social Media

References


Aichner, T. & Jacob, F. (2015). Measuring the Degree of Corporate Social Media Use. International Journal of Market Research, 57, 257–276. https://doi.org/10.2501/ijmr-2015-018

Badenhausen, K. (2019, Februari 28). The World's Best Banks 2019. Forbes.com.https://www.forbes.com/worlds-best-banks/

Eddyono, A. S. (2013). Twitter: Kawan, Sekaligus Lawan bagi Redaksi Berita. Journal Communication Spectrum, 3(1), 47-65

Hansotia, B. (2002). Gearing up for CRM: Antecedents to successful implementation. Journal of Database Marketing & Customer Strategy Management, 10(2), 121-132.

Lafrate, F. (2018). Artificial Intelligence and Big Data: The Birth of a New Intelligence. John Wiley & Sons.

Java, A., Song, X., Finin, T. & Tseng, B. (2007). Why We Twitter: Understanding Microblogging Usage And Communities. Proceedings of the 9th WebKDD and 1st SNA‐KDD 2007 workshop on Web mining and social network analysis (WebKDD/SNA‐KDD 07). ACM, San Jose, 56– 65.

Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social Media? Get Serious! Understanding The Functional Building Blocks Of Social Media. Business Horizons, 54, 241–251. https://doi.org/10.1016/j.bushor.2011.01.005

Kotler, P. & Keller, K. L. (2011). Marketing Management. Pearson Higher Education.

Kozinets, R. V. (1998). On Netnography: Initial Reflections on Consumer Research Investigations of Cyberculture. Advances in Consumer Research, 25, 366-371

Kozinets, R. V. (2002). The Field behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research, 39, 61–72. https://doi.org/10.1509/jmkr.39.1.61.18935

Prasongsukarn, K. (2006). Customer relationship management from theory to practice: Implementation steps. Inspire Research Company

Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The Customer Relationship Management Process: Its Measurement and Impact on Performance. Journal of Marketing Research, 41, 293–305. https://doi.org/10.1509/jmkr.41.3.293.35991

Rocca, A. L., La Rocca, A., Mandelli, A., & Snehota, I. (2014). Netnography approach as a tool for marketing research: the case of Dash-P&G/TTV. Management Decision, 52, 689–704. https://doi.org/10.1108/md-03-2012-0233

Rochmi, M. N. (2019, January 25). Sektor jasa keuangan paling banyak diadukan konsumen. Beritagar.id. https://beritagar.id/artikel/berita/sektor-jasa-keuangan-paling-banyak-diadukan-konsumen

Setiawan, R. A., & Setyohadi, D. B. (2017). Analisis Komunikasi Sosial Media Twitter sebagai Saluran Layanan Pelanggan Provider Internet dan Seluler di Indonesia. Journal of Information Systems Engineering and Business Intelligence, 3(1), 16–25

Swift, R. S. (2001). Accelerating Customer Relationships: Using CRM and Relationship Technologies. Prentice Hall Professional

Thomas, L. (2010). Twitter at the office. Social eyes. Journal of Web Librarianship, 4 (1), 79– 82

Wijaya, B. S. (2016). FGDnography: Discussing a Topic in the Nature of the Topic. Journal Communication Spectrum, 6(2), 132-142

We Are Social. (2019, January 5). Global Digital Report 2019 - We Are Social. Wearesocial.com. https://wearesocial.com/global-digital-report-2019


Full Text: PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.


Indexed by:

http://journal.bakrie.ac.id/public/site/images/bambang/sinta-333_120 http://journal.bakrie.ac.id/public/site/images/bambang/doaj_120_02 http://journal.bakrie.ac.id/public/site/images/bambang/base_120 http://journal.bakrie.ac.id/public/site/images/bambang/ebsco_120http://journal.bakrie.ac.id/public/site/images/bambang/crossref_120. http://journal.bakrie.ac.id/public/site/images/admin/googlescholar_logo_120 http://journal.bakrie.ac.id/public/site/images/bambang/wcd_120http://journal.bakrie.ac.id/public/site/images/admin/garuda1_120_01 http://journal.bakrie.ac.id/public/site/images/admin/neliti-blue_02_120 http://journal.bakrie.ac.id/public/site/images/bambang/wroad_120 http://journal.bakrie.ac.id/public/site/images/bambang/news-217_120 http://journal.bakrie.ac.id/public/site/images/bambang/scilit_120 http://journal.bakrie.ac.id/public/site/images/bambang/onesearch_1_160 http://journal.bakrie.ac.id/public/site/images/bambang/mas_176

Archived in:

http://journal.bakrie.ac.id/public/site/images/bambang/imperial_120 http://journal.bakrie.ac.id/public/site/images/bambang/aut_120 http://journal.bakrie.ac.id/public/site/images/bambang/leiden_120 http://journal.bakrie.ac.id/public/site/images/bambang/t_lib_120 http://journal.bakrie.ac.id/public/site/images/bambang/bu-lib_120 http://journal.bakrie.ac.id/public/site/images/bambang/m_libraries_120 http://journal.bakrie.ac.id/public/site/images/bambang/565_2_120 http://journal.bakrie.ac.id/public/site/images/bambang/harvard_lib_120

Listed in:

http://journal.bakrie.ac.id/public/site/images/bambang/iamcr_120

INTERNATIONAL ASSOCIATION FOR MEDIA AND COMMUNICATION RESEARCH