Page 686 - MARSIUM'21 COMP OF PAPER

■ 1.0 INTRODUCTION

Nowadays, the usage of social media has grown in popularity and has become a way of life for all types
of customers, regardless of their age or origin. People are fully aware of social media's inception, and it has
evolved into a platform for communication, sharing, engagement, and cooperation. Moreover, businesses utilize
social media as a platform for selling their product, promoting their current brand, communicating with their
consumers, and cultivating new clients, therefore social media and business are linked as it become something
that every business really needs. As for that, any business now who have no social media as their tools on dealing
with their customer will be far behind left by competitors.

Zoo Negara which is also called the National Zoo is the oldest Zoo in Malaysia which was opened on 14th
November 1963 by Tunku Abdul Rahman the first prime minister of Malaysia itself. The Malaysian Zoological
Society, a non-governmental organisation (NGO) is in charge of taking care of the animals and the facilities of
Zoo Negara. Furthermore, Zoo Negara, which is only 18 kilometres away from Kuala Lumpur, has become a
popular destination for Klang Valley residents. Other than that, Zoo Negara has become the home for more than
thousands of animals including 5137 animals from different 476 species.

However, at Zoo Negara with just a few studies on customer complaints were conducted, with most of
the research focusing on other topics such as the nutritional value of local bamboo in relation to captive giant
pandas' development performance (Ishak et al., 2016), microbiome dataset of captive Giant Pandas in Zoo Negara
Malaysia (Yazid et al., 2021) and others because of the widespread use of social media in consumer involvement
in today's day, it is critical to perform this research.

1.1 Problem Statement

Client complaints are an important component of business’s services, this study will examine the benefits of
customer complaints on social media. To add to that, in this age of technology, online channels would enable
consumers and those wanting more ease in filing complaints to voice their discontent, allowing businesses to
keep track of clients who may otherwise feel different with the services provided (Andreassen & Streukens,
2013). The purpose of this research is to better understand consumer complaints about Zoo Negara through
various social media platforms such as Twitter, Instagram, Facebook, and websites. The findings of this study
are also essential in contributing to the importance of consumer complaints to business services and providing
feedback to services so that businesses may enhance their services in the long run.

Furthermore, the primary issue in this study is that we can observe that organization must be skilled at
resolving consumer complaints. As client complaints are such a vital part of any business, a lack of complaints
in an organisation may be a major issue too. The most significant component of this for Zoo Negara to develop
a system for customers to file complaints. Listening, empathy, inventiveness, and care are all part of the process
of transforming inadequate conditions into customer joy (Shahin, 2007). In other words, by having a platform for
the consumer it will make a customer complaint activity much convenient towards the consumer. To add on that,
social media have become a game changer during this technological era where Zoo Negara should also take this
advantage by using and explore the social media.

Other issues that should be highlighted include Zoo Negara gathering all of the solutions that can be
utilised to tackle any poor waves, since customer complaint management will become a major burden for the
majority of the corporation. Where each client has their own set of requirements and personality, being prepared
for a more systematic complaint management method would be a huge help to the company. Customer
complaints, which have become one of the most significant aspects of any company's growth, should be given
more attention as the number of customers who revolt on social media platforms continues to rise. One of the
elements for any firm to take more serious action in a customer complaint would be to meet the demands and
satisfaction of the consumer. Client discontent because of these issues leads to a loss of customer loyalty and
retention (Zairi, 2010).

1.2 Research Question

The following are the research questions in this study:

i. What are the factors that influence consumer’s complaints on social media?
ii. What are the solutions on managing customer complaint at different social media
platform?

665