A Techno-Business Platform to Improve Customer Experience Following the Brand Crisis Recovery: A B2B Perspective

Rajat Kumar Behera* (Corresponding Author), Pradip Kumar Bala, Nripendra P. Rana, Hatice Kizgin

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

8 Citations (Scopus)
37 Downloads (Pure)

Abstract

A platform is a business model that allows business-to-business (B2B) participants to connect, interacts, create and exchange value. B2B exploits social media for brand building and branding is vulnerable to attacks, which leads to a brand crisis. B2B should characterise such crisis and respond proportionally to avert damage to social listening (SL). To diminish damages, the solution is to measure customer experience (CX), especially in a crisis situation. The study proposes an analytics-enabled customer experience (AeCX) platform for emotion detection in social media and measures CX after recovering from such crisis, by exploring recovery time objective (RTO), recovery point objective (RPO), techno-business features (TBF), SL and perceived risk (PR). A quantitative research methodology is used on primary data collected from 302 B2B participants. The study reveals improvement in CX and the results provide evidence that social media channels and the TBF of AeCX have become important.
Original languageEnglish
Pages (from-to)2027-2051
Number of pages25
JournalInformation systems frontiers
Volume24
Early online date15 Jan 2022
DOIs
Publication statusPublished - Dec 2022

Keywords

  • Post brand crisis
  • Techno-business platform
  • Customer experience
  • Social media
  • B2B

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