Dynamic marketing capabilities in customer service on social networking sites

Abstract

The paper identifies and presents the marketing practices, and routines as an ex-emplification of the marketing dynamic capabilities (DMC) implemented on social networking sites (SNS) aimed at increasing the level of customer service quality. The background of the presented outcomes is the marketing literature review and exploratory and descriptive case studies of Microsoft, Sephora and Netflix. Dynamic marketing capabilities were identified and described in the areas of involvement of crowds in problem-solving; 360 degrees/full service, permanent customer service enhancement; customers' comfort enhancement via asynchronous conversation experience ; valuable content delivery free of charge and fulfilling customer expectations.