Volume 20 No 20 (2022)
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FACTORS OF CUSTOMER ENGAGEMENT ON INDIA RAILWAYS' FACEBOOK AND TWITTER SOCIAL MEDIA PLATFORMS
Pragya Mondal , Dr Preeti Mehra
Abstract
Purpose - This research provides and verifies a thorough strategy for explaining the many aspects that contribute to customer engagement on the Indian Railways' social media channels of Facebook and Twitter. Research Methodology - A total of 601 participants from the Eastern Railways, the Northeast Frontier Railways, and the South Eastern Railways were surveyed to help reach the goal. Principal Component Analysis was used to determine the factors of customer engagement. Findings – Five prominent factors were identified and named accordingly. However, research showed that consumers believe the company is just concerned with providing a service to the public and not with enhancing that service in any way. It was also determined that they needed to make an attempt to attract the younger generation and clients by highlighting the improvements they had made to their services based on ideas supplied by the customers. It promotes a feeling of community within the organisation and helps to strengthen the two-way process of customer engagement. Research limitations – As the study was conducted during the pandemic time, the study is limited to the three zones of Indian Railways and further studies could incorporate more zones into the study. Originality – Prior studies have been conducted in other fields and sectors, but the novelty of the study lies in the framing of factors for studies related to customer engagement on social media platforms of government services
Keywords
Customer Engagement, Government Services, Indian Railways, social media platforms.
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