Impact on the airline industry of customer complaints filed through social media

Bala, Suman (2020) Impact on the airline industry of customer complaints filed through social media. Graduate student work (Unpublished)

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Abstract or Summary

Every industry receives complaints from customers every day, and customers use different methods to reach a company to show their dissatisfaction. Like other industries, the airline industry has also faced lots of complaints every day. Thousands of people travel daily in planes all over the world. Plenty of employees are working in the airline industry to fulfil the needs of customers. Still, some people face problems before departing, during travelling and after the arrival of the flight. Some people file complaints about the problem faced during air trips and some passengers never do. Nowadays, some people use social media to register their complaints to the airline industry while others choose to make complaints face to face, email or through call centres. Customers are using Social Media as a compliant tool or not. Social media as a complaint tool, is examined in this research. Airline companies try to satisfy their customer with the help of the complaint management system. Sometimes the complaint management system fails to satisfy the customer. Satisfied customer increases positive word of mouth and dissatisfied negative word of mouth. Every dissatisfied customer behaves differently. A dissatisfied customer shares a poor experience with the company on social media. Positive and negative word of mouth has an impact on airliner companies. Social media impacts the airline industry directly and indirectly. Moreover, the importance of complaints, frontline staff, complaint handling, word of mouth (WOM) and customer loyalty is observed in this research. To describe the elements, that can influence the usefulness and usability of social media in formal filing complaints to the airline companies, TAM (Technology Acceptance Model) was selected. An online survey was conducted and distributed through the help of Social Media. 93 responses were collected after four-weeks survey. All the responses were analyzed with the quantitative method. After analyses, all the data from literature and survey are discussed. The findings declared that people used Social Media for share experiences, complaining, e-WOM, get information, updates and communication with the airline companies. People from all age groups used social media to perform different tasks. People from 34-44 age groups remain more active than other age groups. Females use social media websites for WOM and males use to file their complaints. Facebook is frequently used social media website to perform different tasks by males and females from all age groups.

Item Type:Graduate student work
Keywords that describe the item:Airline industry, Complaints, Complaint handling, Customer loyalty, Customer satisfaction, Social media
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Information Technology
ID Code:7419
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Deposited On:07 Sep 2020 02:46
Last Modified:07 Sep 2020 02:46

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