Analysis of Customers’ Complaints to Brands’ Social Media Help Desk Accounts: A Study on High Technology Products

Abstract

The objective of this study is to investigate how the brands response to the customers’ complaints which are posted to brands’ social media help desk accounts and how the complaint managements affect the customers’ sentiments by examining the complaints and requests about the purchased products. In this regard, the data obtained from the social media network are evaluated by sentiment analysis. It is found that the sentiment value of the customers’ posts, the complaint management of social media help desk and the length of the engagement (the number of question and answer) affect the customers’ attitudes and posts’ sentiment value. The analysis results obviously showed that the brands discussed in this study immediately reply the requests and complaints posted to their social media help desk accounts. Huge brands act considering the service recovery paradox theory and make customers happy having problems with and complain about their products. Accordingly, these customers become loyal customers.