Read This, Please? The Role of Politeness in Customer Service Engagement on Social Media

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dc.contributor.authorHu, Yuheng
dc.contributor.authorTafti, Ali
dc.contributor.authorGal, David
dc.date.accessioned2019-01-03T00:27:25Z
dc.date.available2019-01-03T00:27:25Z
dc.date.issued2019-01-08
dc.description.abstractPeople are increasingly turning to social media for help. According to a recent report by Twitter, over 5.5M customer service-related tweets are generated per month. In this work, we aim to explore firms' strategy when engaging customers regarding their concerns and complaints on Twitter. Specifically, we focus on how politeness, a linguistic factor indicating how a customer is questioning or complaining rather than the content of a query, affects firms' customer service engagement strategy. We develop a novel text mining methodology to mine politeness from tweets. Using this approach, our estimation results show several interesting results, including that firms are more likely to respond to more polite customers, and that this effect is augmented for customers with high social status. However, firms are more likely to engage impolite customers with a high social status in a private channel such as through direct messaging.
dc.format.extent10 pages
dc.identifier.doi10.24251/HICSS.2019.541
dc.identifier.isbn978-0-9981331-2-6
dc.identifier.urihttp://hdl.handle.net/10125/59884
dc.language.isoeng
dc.relation.ispartofProceedings of the 52nd Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectCrowd-based Platforms
dc.subjectInternet and the Digital Economy
dc.subjectsocial media
dc.subjectcustomer service
dc.titleRead This, Please? The Role of Politeness in Customer Service Engagement on Social Media
dc.typeConference Paper
dc.type.dcmiText

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