LISTENING TO THE DIGITAL VOICE OF CUSTOMERS: AN ANALYSIS OF AIRLINE COMPANIES’ SOCIAL MEDIA MANAGEMENT STRATEGIES
DOI:
https://doi.org/10.18623/rvd.v23.5560Palabras clave:
Social Customer Relationship Management (Scrm), Corporate Communication Strategies, Digital Reputation Management, Social Media, InstagramResumen
Resumo
Este estudio tiene como objetivo examinar las prácticas de gestión de relaciones con el cliente (CRM) de tres importantes aerolíneas globales que operan en Instagram. Específicamente, analiza las interacciones de los clientes en Instagram para Qatar Airways, Singapore Airlines y Emirates, tres aerolíneas que se encuentran entre las tres primeras según la evaluación de Skytrax de 2024 sobre el transporte aéreo internacional, basada en la calidad del producto y los estándares del personal. La investigación utiliza el análisis cualitativo de contenido para evaluar las respuestas emocionales expresadas en los comentarios de los clientes y las respuestas de las empresas. El análisis, realizado con el software MaxQDA, reveló que los comentarios de los clientes contenían predominantemente emociones negativas como ira, insatisfacción y pérdida de confianza, mientras que las respuestas de las empresas se categorizaron en cuatro tipos principales: orientación, disculpas, respuestas formales y retroalimentación sincera. El análisis de código mostró que tipos específicos de quejas coincidían sistemáticamente con patrones de respuesta específicos. Los hallazgos indican que las respuestas oportunas y personalizadas basadas en la inteligencia emocional son efectivas para aumentar la satisfacción del cliente. El estudio enfatiza que las redes sociales no son solo un espacio para presentar quejas, sino también una plataforma de comunicación estratégica en términos de empatía digital y reputación de marca.
Palavras chave: Gestión de relaciones con el cliente en redes sociales (SCRM), Estrategias de comunicación corporativa, Gestión de la reputación digital, Redes sociales, Instagram.
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