Please reply to post W/150 wrds

The article I chose for this weeks discussion board is "Digital customer service and customer-to-customer interactions: investigating the effect of online incivility on customer perceived service climate"by Todd Bacile. In short the article looks at how digital customer-to-customer interactions, good and bad, can affect customer satisfaction and how organizations can use this information to improve customer satisfaction. As I am sure we are all aware the internet can be a volatile place as people tend to be more willing to say things that they may not be willing to say in person. Sites that allow rude or nasty comments will see a decline in customer use and satisfaction, this is directed mainly at social media sites. On the other hand good customer-to-customer interactions can improve customer satisfaction, this includes positive feedback, product reviews, and general information. The article argued that organizations can use these interactions to improve customer satisfaction. While the information in the article mainly came across as common sense it was accurate and was used well to prove the authors point. It would have been nice if the author chose to focus on one key area of customer-to-customer interaction instead of taking a broad approach. This would have allowed them to better focus their argument and in my opinion make stronger points. I did not detect any bias in the article and it seemed like the author did a good job looking at the information from all perspectives. Today we use the internet for all types of things from school, shopping, and entertainment; so the interaction we have on the various sites can affect our overall satisfaction. Organizations should monitor these interactions and make adjustments as necessary whether it be to a physical product or site moderation doing so will make a better experience for customers and keep them coming back.