THE EFFECT OF CONSUMER COMPLAINTS ON COMPANY’S REACTION TO SOCIAL MEDIA: A STUDY OF TWITTER

Abstract

This investigation examined the effect of consumer complaints on company’s reaction of social media: A case study of Twitter. Primary source of data was employed which was sourced from the target audience where 175 participants partake in the survey. Frequency analysis, descriptive analysis, reliability test, crosstabs test, correlation test and regression analysis were employed as the techniques. From the analysis, it was found that not all companies use Twitter to communicate to customer though customers prefer using social media to complaint about the quality of a product. It was proved that most of the time, complaints always take long duration before it is attended to, some companies do not accept social media complaints from their customer and responses are not always sincere. It was showed that companies do not put in positive energy in resolving a problem via social networks and most companies fairly give reward to their customer for poor quality of services. Equally, it was deducted that company product complaint exhibited a positive influence on company reaction but it is not significant, consumer price complaint indicated a positive but insignificant influence on company reaction, consumer service complaint showed a positive impact of consumer service complaint on company reaction with no significant, and consumer quality complaint showed a negative impact exists from consumer quality consumer to company reaction.