Crisis signal on Facebook: A qualitative analysis of bank simpanan nasional

Abstract

Social media has become one of the most commonly mentioned platforms that too many people want to spend their spare time on. Banks have also joined forces today to expand their business across the nation. This study is based on a study conducted to examine the content and interactions as well of posts from Facebook of Bank Simpanan National (BSN). Bank Simpanan National (BSN) was criticized by customers when BSN account holders nationwide are unable to make any form of transaction with the bank online or over the counter for more than 24 hours as the bank's entire banking system is inoperative in January 2019. A qualitative content analysis was used to identify the content of the postings, frequency of the postings, and interactions provided by BSN on their official Facebook pages for a duration of six month from 1 January 2019 to 30 June 2019 to determine possible issues that may contribute to the crisis in the companies. The findings showed the trend of BSN Facebook posting was positive in nature and contain information about greetings, product or services, promotions, contest and event. However, more negative than positive comments by the customers on the BSN Facebook. It was found that BSN did not give response or feedback to their customers' negative comments which may contribute to the crisis in the companies and thus considered a crisis signal.