Article Details

Consumer Behaviour & Netnography Applicability & its Adoption in Commerce | Original Article

Rahul Singh*, in Journal of Advances and Scholarly Researches in Allied Education | Multidisciplinary Academic Research

ABSTRACT:

Researchers and practitioners in the field of services must prioritize learning about their target audience. Customers are spending more time online, which means more opportunities to collect useful data about their thoughts, feelings, and actions. The availability of client data online opens up new avenues for the development of tailored, high-caliber service. Successful service businesses need to focus on customer understanding, which is why this area of study is so vital. Retailers, eateries, retail banks, healthcare providers, government agencies, non-profits, and telecommunications corporations are just few of the daily service providers that customers deal with. However, as a result of rapid developments, especially in information technology, the context in which service is offered, experienced, and evaluated is shifting. Customers of modern service providers are increasingly engaged online before, during, and after their interactions with those providers, generating vast troves of data about those interactions. Much of this data is already out there, and it can be used to provide better, more tailored service. However, one of the primary obstacles in present-day service marketing research and practice is the collection and analysis of such massive data.