فاعلية إدارة علاقات العملاء عبر وسائل التواصل الاجتماعي : دراسة حالة على شركة تويوتا

Abstract EN

The study aims to identify the effectiveness of customer relationship management through social media sites ...

A case study on Toyota UAE by monitoring the company's recruitment of the social networking platform "Facebook" in managing its relations with the Customers as one of the most modern means of communication which make Of clients are a key partner of the organization through its contributions to social networking platforms.

The study is based on the survey methodology by monitoring, analyzing and describing how the social networking platform "Facebook" was used by Toyota as a tool to manage customer relations, in order to answer the study questions.

The survey methodology was based on qualitative analysis, Analyzed the content of Toyota's official page from the beginning of September 2017 to December 2017.

The researcher analyzed the following categories: communication strategies used, subjects, types of tools used to display content, forms of participation and interaction of the public, Quantitative registration of the content of the above categories during the same period, which is all the means to manage the relationship with customers.

The results of the study indicated that: • The variety of content provided on the official page of Toyota UAE on Facebook include information, congratulations on various events, exhibitions and conferences, competitions and community participation.

• The content presentation tools offered by Toyota to its customers across its official Facebook page varied between text accompanying images, text accompanying videos, images and links.

• The company's use a different communications strategies to manage its relations with customers through its official account on Facebook.

The most prominent strategies were advertising strategy, media strategy, brand strategy, effective participation strategy and others.

• The nature of public participation on the official page of Toyota UAE on Facebook by admiring the content submitted, comment on the provider, the participation of content submitted, and watching videos.

• Toyota has relied on the Facebook page to manage its relationships with its customers more than other means of communication, and was able to employ all the interactive capabilities found on other pages.