Exploring the role of corporate blogs in customer attraction, retention and management
As businesses become global and competitive, the least organizations can do is to focus their efforts on maintaining a mutually beneficial relationship with their customers, being it existing or prospective [1, p. 35]. This explains why the concept of customer relationship management (CRM) has continued to be in the front burner of researchers and practitioners since the early years of the 20th century. Being the lifeblood for the survival of any organization, CRM has attracted researchers who absorb themselves with the task of finding out ways by which organizations will not only attract or acquire but more so retain their customers [2, p. 229]. It was in keeping with these efforts that this study has attempted to find out the role of corporate blogs in customer attraction, retention and management of industries in Ghana.
Using an exploratory design and literature based method, the researcher has found out that most industries in Ghana have no corporate blogs. Indeed, most of the active blogs are either political or sensational, without any commercial or corporate outlook.
As regards the role of corporate blogs in customer attraction and retention efforts, the researcher has concluded that corporate blogs have an intrinsic link with customer relationship management as both concepts are underpinned by the need to build a sustained and mutually beneficial relationship with customers.
The study will reveal how corporate blogs can play a key role in the customer decision-making process. Need recognition, information search, alternative evaluation, purchase and post purchase or subscription, are all stages that organizations can influence by means of corporate blogs.
In furtherance to the object of the study, recommendations regarding how industries in the 21st century can use corporate blogs for their customer relationship management will be proffered.
Supervisor – Varvara Danilina, PhD
- Gummerson, E. (1996) Relationship Marketing and Imaginary Organizations: A Synthesis, European Journal of Marketing 30(2) 33-44.
- Jobber, D. and F.E. Chadwick (2013) Principles and Practice of Marketing (ed.7), Berkshire: McGraw-Hill Education.