In SDL, it is emphasised that the customer is always a coproducer of value. This is particularly true for social media interaction, which is created by active contributions from consumers and producers alike. The hotels take some advantage of this by allowing influences from the customers delivered on social media serve as an input to their service offers. They could probably benefit from doing this to an even higher degree. Nevertheless, this is time-consuming and requires competency as well as an organisation that is structured in a way that facilitates this. That is probably the reason that the interactive possibilities are not utilised to a higher degree.
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