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1.3 Research Objective

This study listed two main objectives:

i. To discover factors that influence customer complaints on social media.
ii. To provide solutions in terms of service marketing mix on managing customer complaint at different
social media platforms.

2.0 LITERATURE REVIEW

Client complaints have become the most significant issue in the relationship between the customer and
the business; complaints can be raised as a result of unsatisfactory services obtained. As a result, responding
to customer complaints correctly has become a big issue (Bolton and Saxena-Iyer, 2009) as well as an
opportunity for both businesses and their social media operations. A favorable customer complaint will lead
to a strong connection, which will eventually lead to customer loyalty and businesses should take advantage
of this opportunity to handle their customer complaint effectively.

2.1 Customer Complaint

According to Andreassen and Streukens (2013) multichannel complaint systems are recommended
since they will improve the number of consumers who really voice their displeasure, providing businesses
the chance to improve, for businesses to solve customer problems and towards the end business can rectify
the problem and keep the client. Customers are increasingly using social media to publicise negative service
experiences to a big audience, and they want a rapid response from the firm because this is how they discover
and fix their issues (Melancon & Dalacas, 2018). Firms are attempting to provide a positive and quick
response in order to temper negative feelings that may influence a broad audience and maybe ruin their
reputation (Istanbulluoglu et al., 2017; Lemon & Verhoef, 2016). Furthermore, it is stated that business should
exert considerably greater pressure in this subject because it has the potential to go horribly wrong. For
example, with today's complaints, many consumers take the bold step of posting it on their social media,
resulting in a viral situation in which potential customers are made aware of the poor service.

Customer discontent is important in managing customer complaint behaviour (Blodgett & Granbois
1992), since each act of the customer complaint has its own purpose and variables to consider. A consumer
complaint, on the other hand, is described as a statement of displeasure on behalf of a consumer to a
responsible party, where in business its the services provided itself (Landon, 1980). Furthermore, there are a
variety of reasons why a consumer would take action and file a complaint, as we feel their motivations for
voicing their concerns are part of their overall behaviour and rights. As for that, we'll discover the element of
the client complaint on determining their own complaint on the services supplied in this section. It includes
venting frustrations, seeking vengeance against the business, sharing negative experiences, seeking
understanding and respect, and finally, giving the firm an opportunity to change.

2.1.1 Online Social Media Platform
Advertisers in the hospitality, tourism, and travel industries now have unparalleled chances to interact and
communicate with their customers because to the rapid growth of social media (Blichfeldt & Smed, 2015;
Chan & Guillet, 2011; Hamouda, 2018). Where the overall utilisation of every social media site is expanding
day by day, not to mention that there are constantly new applications to download. In other words, in the
tourism industry, where Zoo Negara Malaysia is involved, it is possible that Zoo Negara Malaysia would
receive the greatest attention from tourists on social media platforms such as Twitter, Instagram, TripAdvisor,
Klook, Traveloka, and others. These social media platforms demonstrate the increased use of each application
as a tourist guideline for those who are just starting out in tourism.

Furthermore, the power of word-of-mouth should never be underestimated since it has the potential to
bring any organisation to its knees. It will go more quickly since it incorporates the social media platform,
which provides the easiest way for customers to communicate with one another. As stated by Moro and Rita
(2018), social media has a significant impact on global tourism, travel, and hospitality companies. As a result,
these brands must consider the tremendous impacts of e-Word-of-Mouth (eWOM) owing to its immediacy,
reach, and accessibility. To summarise, it may be both positive and negative at the same time, which is why
controlling consumer complaints should be a top priority for Zoo Negara Malaysia.

2.1.2 The Growing Influence of Consumer

The cause of rapid growth of e-commerce, new digital channels and others are increasingly being used to
complete transactions between retailers and customers. Apps, websites, social media platforms, and other

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