The Effect of Word of Mouth from Internet Media on Nontraditional Activities Performance in Banking
Date Issued
2015
Date
2015
Author(s)
Hwang, Ting-Yi
Abstract
As cut throat competition prevailing in the market of banking in Taiwan, customers have many brand choice. Developing customer relationship management to create sense of belongingness for the brand is the key of success. Big data are storing billions of data items about customers, and can help banking track word of mouth to improve customer relationship management. This research examined the effect of word of mouth from social media and news media on business of ATM cards, credit cards and performance of nontraditional activities for Taiwanese 39 domestic banks by text mining techniques. The results showed that the good word of mouth on social media has significant positive effect on business of ATM cards, credit cards and performance of nontraditional activities. Therefore, the brand image influences customer’s choices for both ATM cards and credit cards among lots of brand of banks, and good brand image brings better performance of nontraditional activities. However, the good word of mouth on news media has significant negative effect on business of credit cards and performance of nontraditional activities. It showed that worse business of credit cards or performance of nontraditional activities gives banks incentive to build better enterprise images by news release of public relations.
Subjects
Banking
Brand Image
Text Mining
Customer Relationship Management
Nontraditional Activity
Type
thesis