Implications of Consumer Complaints on Social Media for Companies in West Java, Indonesia

Abstract

The purpose of this research is to find out the background of consumers making complaints on social media and how companies handle them. Social media can quickly spread an issue and prompt netizens to respond. Social media is also an alternative medium for companies to respond quickly, in detail, and precisely to every complaint submitted by consumers.

The research method uses a descriptive qualitative approach with informants from 10 companies and community services that use social media to communicate with consumers and 50 consumers who have filed complaints or made complaints through social media.

According to the study's findings, Instagram and Twitter are widely used by consumers in conveying their complaints, and the time used to resolve complaints is >3 days. The company responds well to every complaint and grievance submitted through social media, and the time needed to complete them is 1 to 3 days. The implications that arise for companies and public services if they do not respond properly to each complaint will have a bad impact, and their image will become negative. A fast, detailed, and precise response as well as a good communication approach between the two parties will give positive results.