Role of social networking platforms as tool for enhancing the service quality and purchase intention of customers in Islamic country

Abstract

PurposeCustomers are increasingly focused to find reviews, discussions and feedbacks on social media related to particular services in which they are interested. This paper aims to find which social networking platforms are more frequently used to provide reviews related to services, and based on these reviews, how service providing organizations can enhance the level of service quality and purchase intention of customers.Design/methodology/approachThe research approach for this study is based on interpretivism assumptions and qualitative research design. The semi-structured and non-directive interviews were conducted to collect data from customers and marketing team of internet service provider and banking organization. These selected organizations have major shares in markets and a large number of customers. The participants were selected based on purposive sampling technique and their contribution in services-related discussion on social networking platforms.FindingsFindings of this research highlighted that social networking platforms such as official Facebook page of selected service providing organizations, closed public discussion groups on Facebook, WhatsApp groups of family and friends and YouTube videos comment section are more frequently used to create service reviews and purchase intention of customers. Above all, results also reveal that customers are more frequently used Facebook discussion groups (public or private) for generating services reviews for selected bank and internet service provider.Research limitations/implicationsThe effective and efficient use of these social networking platforms can enhance interactive communication, services reviews, feedbacks, intention to purchase, social influence, social trust and services quality. Furthermore, social media platforms required lower level of advertisement cost and offered huge amount of enquires, discussions, transactions, word of mouth, services stories and interactions of consumers.Originality/valueThere is rare research available on how and which social networking applications can enhance the level of service quality of services sector organizations especially in the context of Islamic countries. Most of the available literature has been investigated the link of social media and traditional marketing related constructs. This research is exploratory in nature because it investigates under-researched issue regarding the use of social networking applications to enhance the level of service quality and purchase intention of customers.