Using Social Media to Manage Customer Complaints: A Preliminary Study

As Social Media platforms have become increasingly popular among customers, Firms are still exploring ways to harness the potential of these platforms. The viralness of these platforms increases the reach of customer complaints and exacerbates the impact from follow-up comments by the dissatisfied customers. By analyzing complaint tweets and drawing from Justice theory, we explore how organizations should cope with customer complaints on social media platforms. Our preliminary analysis shows that several important mechanisms that can be used to cope with customer complaints. Practical and theoretical implications are discussed.

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