Service Quality Evaluation of Businesses on Social Media Platforms – Its Impact on Online Satisfaction and Online Loyalty

Abstract

The rapid expansion of social media platforms has revolutionized communication and connectivity for both individuals and businesses. This transformation has reshaped digital landscapes and become deeply integrated into our daily routines. Social media, comprising countless number of online and mobile platforms, serves as dynamic forums for sharing information and opinions. Digital content, spanning audio, images, videos, and more, is reshaping marketing and customer relations strategies. Businesses increasingly capitalize on social media presence across diverse platforms to tap into vast opportunities. Social media offers a convenient and cost-effective avenue for businesses of all types to expand their reach and engage with audiences. However, managing service quality on social media presents distinct challenges compared to traditional brick-and-mortar operations. Therefore, it is essential for businesses to comprehend, outline, monitor, and assess service quality in the online realm. This research aims to explore the intricate interaction between service quality evaluations and their impact on customer satisfaction and loyalty within the context of businesses operating on social media platforms.