


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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