With a rapid development of information technology, the 4.0 technology revolution has made E-Commerce a trend of development. With a growing adoption of social media platforms by individuals around the world both pure player e-retailers and bricks and clicks retailers have begun to view an active presence on social media as a strategic imperative.
In this context, social media-based customer service activities of e-retailers should receive more attention. Therefore, on Monday, 2nd 2019, Ms.Nguyen Thi Hong Hanh, lecturer from Department of International Business presented a journal paper entitled " An exploration of logistics-related customer service provision on Twitter: the case of e-retailers" to further investigate effective and ineffective social media customer service strategies.
The paper specifically looked at how e-retailers interact with their customers on social media platform: Twitter and how the degree of engagement of e-retailer as well as related partner ,in this case logistics providers influences customers' social gratification and thus e-retailers' customer service. The study also emphasizes ways in which e-retailers can substantially improve the effectiveness of customer service on Twitter by ensuring customer enquiries are resolved within the platform and by working with their logistics partners to do the same. In relation to E-retailers environment in Vietnam, for tangible goods whether searching for products, signing contracts, making payments, etc. can be done in an online environment,yet the delivery from manufacturer to the final consumption is tied to logistics and delivery services.
Adopting the paper findings, other lecturers contributed to the discussion about the process of extracting meaningful insight from unstructured data and further research directions in this area. After the presentation, attendees gained new knowledge, as well as being aware of the important role of e-commerce and e-logistics in the current economic development trend.
Photos at the session:
