Kundklagomål på social media : En innehållsanalys av kundklagomål samt företags bemötande på sociala medier

The phenomenon of "Word-of-mouth" (WOM) has evolved with the digital era establishing itself online as electronic "Word-of-mouth" (e-WOM). One of the main platforms of e-WOM is social media, which has enabled social media users to communicate freely with other users of social media. Social media has also given consumers an accessible tool to show dissatisfaction to the online public.The purpose of this study is to describe how large Swedish service companies handles different types of customer complaints on social media. In order to achieve this different types of customer complaints on social media has been observed, along with corporate responses in accordance with the following research questions.FF 1: How can different types of customer complaints aimed towards larger Swedish service companies on social media be categorized? FF 2: How can the handling of customer complaints on social media by large Swedish service companies be described? The study was delimited to only review a specific case involving a Swedish service company and its customers. Keeping in line with the purpose of the study the platform which has been examined is confined to social media, specifically Facebook.In order to collect primary data, a content analysis has been conducted, and two selected Facebook posts have been observed. Customer complaints were sorted into different categories and different components for a successful recovery were identified in the company's responses.By categorizing customer complaints and by observing the company’s response based on the ingredients for a successful recovery, the study has resulted in a way to categorize customer complaints and describe how companies responds on social media. Validerat; 20160825 (global_studentproject_submitter)