IMPACT OF SOCIAL MEDIA ON CUSTOMER PREFERENCE OF INFORMATION TECHNOLOGY ENABLED SERVICES (ITES) IN BANGLORE

Ms. H.Kavitha; Dr. R. Prabhu

Volume : VI, Issue : VII, July - 2016

IMPACT OF SOCIAL MEDIA ON CUSTOMER PREFERENCE OF INFORMATION TECHNOLOGY ENABLED SERVICES (ITES) IN BANGLORE

Ms. H. Kavitha, Dr. R. Prabhu

Abstract :

With the emergence of social network, the cliché "the customer is god" seems to have a whole new meaning. This paper examines the impact of social media on customer feedback and preference in IT industry from the three aspects of social media which are dissemination speed, interaction, and social marketing. The important features of social media communication are simple and fast. Social media engages information production to publish information that requires very short time as instant oadcast. The initiative to establish relationships with customers in various contacts, so that they become the carrier of word of mouth spread, increase marketing efforts to strengthen the and value, to affect customer preferences, increase business volume and profit. Tthis is the full realize of the interaction function of social media. The sample size of this study is set to 150 respondents who are the users of ITES in Banglore. The study used questionnaires as data collection instrument to collect data with the representative sample. The findings shows that, dissemination speed, interaction and social marketing have strong relationship with customer preferences.