Marketing For The Future November 2016 - Page 29

d Overall the small businesses do in fact incorporate Social Media into their business, because it is a very influential way to reach and interact with the audience in order to attract and retain current clients. Andzulis, Panagopoulus & Rapp (2009) indicated that the potential customers who can be reached through Social Media is of great importance. That is the reason why it is important for the businesses to incorporate Social Media into their businesses. This way an organization is able to reach a great share of (potential) customers with just one click. In a recent study, Bregita (2015) analyzed to what extent Social Media has an influence on the buying behavior of customers who buy clothes and accessories from small apparel and jewelry stores. In this study Bregita (2015) investigated the perception of customers and business owners on incorporating Social Media in the apparel and jewelry business industry. Bregita (2015) also investigated to what extent customers make use of social media before buying a product or service. Furthermore the customer’s experience with Social Media and the role that trust and loyalty play in customer’s satisfaction were investigated (Bregita, 2015). A qualitative and quantitative research approach was used, where unstructured interviews were held with the small business owners of the small apparel and jewelry stores, and also a survey was conducted with the customers of these stores. Of the 12 stores 5 businesses were willing to cooperate. Overall the small businesses do in fact incorporate Social Media into their business, because it is a very influential way to reach and interact with the audience in order to attract and retain current clients. The respondents indicated that updating a page constantly is crucial to enhance the social media experience between customer and the business owner. Besides this, Social Media has a neutral influence on the buying behavior of the customer. Customer satisfaction also plays an important role in the eye of the respondents. Variables that can heavily influence customer satisfaction are the service quality and the expectation of a product or service. A recommendation for business owners is to keep building up the relationship between the business and the customer, which is very important for the business. Another recommendation is to conduct a research study on the reasons why social media is not that influential on the buying behavior of apparel and jewelry small business customers in Curaçao. As already mentioned this may be a challenge because the main focus of a business is to make profit and to be successful. And happy customers are the best ones who can contribute to this success. 29