umu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Knowledge transfer when dealing with dysfunctional behavior: A study focused on the situation where customers misbehave against each other on social media
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2013 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

There is a current debate in Swedish media regarding the negative aspects of Internet and social media, a debate which is also virtual in blogs and forums. This started with a post on the clothing company H&M’s Facebook page where a user was virtually attacked in an aggressive manner by other users. This kind of online behavior between customers can be seen as a new challenge for organizations, especially as social media is continuously growing.

 

We have investigated the area of misbehaving customers, also known as dysfunctional customer behavior, by looking into the theoretical area of knowledge transfer. Within knowledge transfer we have focused on the strategies codification, which concerns transferring knowledge from people-to-documents, and personalization, meaning transferring knowledge from people-to-people.

 

Previous studies within knowledge transfer has investigated this in relation to different contexts, including how different context affects the transfer, how knowledge is transferred between organizations or within specific industries or businesses. However, there is a lack of research regarding knowledge transfer in relation to customers misbehaving. Hence, the purpose of this study was to understand if and how organizations work with a codification and/or personalization strategy for transferring knowledge when handling dysfunctional customer behavior on social media. By comparing the organizations we investigated reasons and underlying factors for their way of transferring knowledge.

 

In order to fulfill the purpose we made a qualitative research with four companies that are active on social media. We conducted semi-structured interviews with respondents holding both managerial positions as well as with employees working practically with social media.

 

Our study showed that both codification and personalization are used as knowledge transfer strategies when dealing with customers that misbehave on social media. The codification strategy is pursued by the use of databases, information-systems, guidelines and documentation. These methods were used to make knowledge available for all employees and to make work more effective. The personalization strategy is followed by talking to each other in person, via telephone, email or chat. This knowledge transfer strategy was pursued to exchange ideas in order to receive input and advice from one another.

 

We also found that when dealing with customers behaving badly towards other customers on social media, personalization holds a higher usage than codification. Further our study showed that three underlying factors affect the usage of the codification and personalization strategy, namely, closeness, previous experience and available knowledge transfer sources.

Place, publisher, year, edition, pages
2013. , 80 p.
Keyword [en]
knowledge management, knowledge transfer, knowledge sharing, codification, personalization, dysfunctional customer behavior, customer misbehavior, social media
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-73422OAI: oai:DiVA.org:umu-73422DiVA: diva2:631521
Educational program
Service Management Program
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-06-26 Created: 2013-06-21 Last updated: 2013-06-26Bibliographically approved

Open Access in DiVA

Knowledge transfer when dealing with dysfunctional behaviour: A study focused on the situation where customers misbehave against each other on social media(1162 kB)508 downloads
File information
File name FULLTEXT01.pdfFile size 1162 kBChecksum SHA-512
19038e33bcd02b5c58f7880066c134f2e3a49f142e95b0ec3d42373a3253f3c25c4c4b07b431f69f64494c2982fb2b06db7903c6c03d92c36a20081a8e3a5c13
Type fulltextMimetype application/pdf

By organisation
Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 508 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 265 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf