Page 62 - MARSIUM'21 COMP OF PAPER

MANAGING CUSTOMER COMPLAINTS AT SOCIAL MEDIA PLATFORMS

OF ZOO NEGARA MALAYSIA

Nurul ‘Ain Binti Amran, Dr. Nor Zafir Binti Md Salleh

Sekolah Perniagaan Antarabangsa Azman Hashim, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: nain368@graduate.utm.my, zafir@utm.my

Abstract

In today's globalization era, the majority of people use social media to communicate and connect with
businesses, whether they are happy or unsatisfied with their services. Complaining is one of the ways that

customers express their dissatisfaction with the services they have gotten. In this study, the factors that
affect customer complaints on social media were investigated. Businesses will gain from any consumer

complaint because it will essentially upgrade their offers for a superior one. Previous research on the topic
highlighted why customers submit a complaint and provided a deeper understanding of the customer's

attributes. The data was evaluated using thematic analysis, and the findings revealed that the customer

complaint and the service marketing mix are the two main topics of consumer complaints about Zoo
Negara Malaysia. The findings of this study show that the factor of customer complaints on social media

is closely linked to the service marketing mix, with a focus on managing it. The purpose of this research

is to have better understanding and control the customer complaints at social media platform. This
research gives useful insight towards the companies where to put more effort to manage their customer

complaints at social media platforms.

Keywords: Social Media, Complaint, Feedback, Customer, Zoo

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