Communications Research designed the research to examine how customer care influences brand reputation given the widespread adoption of social media. Objectives of the research included:
- To assess the extent to which consumers research and review companies' products/services online prior to making purchase decisions
- To assess the influence of social media on user opinions as they relate to the customer care experience
- To determine what types of online resources and social media are considered the most valuable sources of information about the customer care experience
- To assess the extent to which consumers are influenced by their own customer care experiences and how they think sharing that information online influences how others view products and brands.
