| 摘要(英) |
With the increasing usage of social media platforms, customers’ communication channels are increasing into various fields. Thus, logistics industries have a revolutionarily ways to interact with customers. Social media implementation is not only for B2C context, but it is also important in the B2B context. However, the research which has reported the logistics companies’ social media execution is scant. Hence, the aim of this article attempts to explore how third party logistics companies in the U.S. promoted their services and managed their official Twitter fan pages and help pages, what are the clients’ feedback entails, comments, and complaints about the customer service, and what are the similar and different keywords between the third party logistics are. This research collected the tweets by using the technique called Web Crawler, and analyzed the data through, data collection, text parsing, text filtering, and text mining. Results of this study indicate that companies promoted their service by several approach. For example, sport and competition sponsorships, ecological protection, and charity and holiday events. Furthermore, from the clients’ feedback, comments, and complaints, we see that clients were disappointed in the service in Saudi Arabia. Finally, from the comparison of three companies, we find out about the different corporate images and reputations. Overall, the results can help the logistics industries to develop strategies of customer engagement and brand management. |
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