FACTORS INFLUENCING CUSTOMER COMPLAINING BEHAVIOUR ON SOCIAL MEDIA AND SERVICE RECOVERY STRATEGY: A STUDY OF INTERNET SERVICE PROVIDER INDUSTRY

• Main Author: Tasya Suhandi, Abigail
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57599
• Institution: Institut Teknologi Bandung

The development of social media has changed customer complaining behavior, and digitalization also causes the increasing need for the internet. So currently, consumers' internet service providers complain a lot on social media when unsatisfied with the services, impacting negative impressions, buying decisions, and customers' trust. Therefore, this study aims to provide information to internet service provider companies about factors that influence consumers to complain on social media, the impact of complaining to venting negative emotions, and provide strategic service recovery that can make customers forgive the company. This research will be conducted using a qualitative method with the means-end approach by laddering interview and a quantitative method with an online survey. Interviews were conducted with 12 respondents consisting of generation Z and Y. From the interview results, it was found that other factors that influence consumer complaints on social media are quick respond, accessible, and altruism. The interview results also found that other service recovery strategies that influence consumer forgiveness are recovery time and problem-solving. The online survey obtained 554 respondents consisting of generation Z and Y who came from Bandung and Jakarta. Those data were analyzed by the PLS-SEM method using the SmartPLS application. This study indicates that Intrapersonal Empowerment, Interactional Empowerment, Brand Perception moderate Interactional Empowerment, Quick Respond, Accessible, and Altruism have a significant influence on complaining behavior on social media. Furthermore, the result also shows that complaining behavior on social media significantly influences venting negative emotions. The result also found that apology and problem-solving have a significant influence on customer forgiveness. With the results obtained, this study can help internet service provider companies to provide better service.