Use of Social Feedback to Improve Product and Service Quality

Abstract

The social media reviews are a source of customer experiences based on Product usage (the best and the worst) with details. This vast user generated content of product reviews are a source to derive meaningful insights. The existing literature review concludes that user generated content from social sites appeal and when innovative solutions applied help product initiatives effectively. This research focus on the use of online social feedback including reviews and opinions for product initiatives especially on consumer items like apparels, kitchen appliances, home appliances and electronic products and its supported services. This helps product teams understand the potential available for product enhancements and quality improvements through customer experiences, which help brands to differentiate amongst competitors, dynamic environmental forces, global purchase power, etc. The study identified industries using sampling techniques and respondents were from product development teams where social feedback like reviews, opinions and suggestions are valued and analyzed to address product users. The instrument-based responses were analyzed using SPSS to support the study objectives. The findings from the analysis reveal that the social comments add significant value by contributing to product initiatives and product quality improvements. Additionally, based on consumer experiences, add value to service quality improvements, which enables for competitive advantage.