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Social Media and Complaints Handling
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

AbstractTitleComplaints Handling and Social MediaPurposeThe purpose of the project is to describe how companies conduct complaints handling in socialmedia and how they listen, talk and energize with the help of social media in terms of complaintshandling.Research QuestionsHow do companies perform complaints handling in social media? How do companies listen, talkand energize in social media in terms of complaints handling?Theory and ConceptsComplaints handling; encouraging customers to voice a complaint; the role of front-lineemployees in complaints handling; the role of compensation in complaints handling; socialmedia and relationship marketing; listening in social media; talking in social media; energizingon social mediaMethodologyThe study is descriptive with deductive approach. The research is qualitative and the researchstrategy is one-to-one interviews. Interviews were conducted with social media representatives ofBeeline, SAS supermarkets’ chain and Figaro restaurant group in Armenia.ConclusionsFrom the research it was concluded that SAS supermarkets’ chain and Figaro restaurant group interms of complaints handling mainly embrace the relationship potentials social media provides.That is they listen to complaints on social media; they always response to complaints either bytaking proactive measures or describing the situation; however, they do not energize customerswith stories about successful complaints handling experiences. While, in terms of complaintshandling, Beeline does not use the tools of listening, talking and energizing properly. It was alsoconcluded that both SAS supermarkets’ chain and Figaro restaurant group conduct complaintshandling in social media environment mainly in accordance to theories about how successfulcomplaints handling can be done, while Beeline does not.

Place, publisher, year, edition, pages
2013. , 55 p.
Keyword [en]
complaints handling, social media
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-28612OAI: diva2:644726
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Available from: 2013-09-04 Created: 2013-09-02 Last updated: 2013-09-04Bibliographically approved

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