Complaint handling through social media: Perceived justice and customer satisfaction

Abstract

Nowadays, it is common for us to complaint about the service or product by using social media platform. Organizations are usually having their customer service or public relation to maintain their social media account such as Twitter, Instagram, Facebook or other platforms. This study aims to analyze perceived justice in complaint handling process through social media and its impact towards customer satisfaction. Customer satisfaction is evaluated together with trust and perceived product quality for their influence in e-WOM and continues usage. The sample of the study is customer of a telecommunication company who is the follower of its customer care account in Twitter. The questionnaires were distributed online, and 238 valid response were analyzed using CB-SEM. The results show that, customers would be satisfied if the complaint handling process is accurate and quick (procedural justice) and supported by compensation (distributive justice). The satisfaction would increase customer trust and perceived product quality and eventually increase their intention to continue using the service and spread positive e-WOM.