An Empirical Study to Investigate the Role of Social Media to Promote Sustainability among Service Providing Organizations of Pakistan

Abstract

This study is aimed to investigate a theoretical base for examining the customer social media use factors (e.g., social media reviews, satisfaction of products, and operations of services) in service organizations context. In order to find out the efficiency of this association, this study is used simple regression analysis and the correlation analysis technique. Data were collected from 385 respondents use social media frequently, by focusing a convenience-based non-probability sampling technique. The questionnaire was circulated with the help of e-mail and other social media like Facebook, Instagram, IMO, What Sapp, and LinkedIn. Questionnaire was also distributed in educational institute (Students of different universities), insurance companies, and those organizations who offer their services through social media. The data was collected by using the quantitative technique in which customers were asked to fill the questionnaire on a voluntary basis. Results designate an optimistic association of social media factors and customers satisfaction. The results indicated that social media reviews have a strong association with job satisfaction. Further, the findings highlight the importance that product satisfaction has a significant effect on customer satisfaction. Lastly, the researcher findings indicated that operations of services have a significant and positive association with customers satisfaction. Further, this study also discloses the discussion about the accepted hypothesis as well as managerial implications or future research directions for practitioners and academicians. This research is novel for service-providing organizations to understand the behavior of customers.