Framing your concerns right: an analysis of air passengers' complaints during two time periods

Abstract

PurposeConsumers are increasingly choosing social media over other channels and mechanisms for grievance redressal. However, not all social media grievances elicit a response from businesses. Hence, in this research the authors aim to explore the effect of the complainant's social characteristics and the complaint's social and content characteristics on the likelihood of receiving a response to a grievance from the business on social media.Design/methodology/approachThe authors build a conceptual model and then empirically test it to explore the effect of the complainant's characteristics and the complaint's characteristics on the likelihood of response from a business on social media. The authors use data of consumer grievances received by an Indian airline operator on Twitter during two time periods – the first corresponding to lockdown during Covid-19 pandemic, and the second corresponding to the resumption of business as usual following these lockdowns. The authors use logistic regression and the hazard rate model to model the likelihood of response and the response delay, respectively, for social media customer grievances.FindingsComplainants with high social influence are not more likely to get a response for their grievances on social media. While tagging other individuals and business accounts in a social media complaint has negative effect on the likelihood of business response in both the time periods, the effect of tagging regulatory bodies on the likelihood of response was negative only in the Covid-19 lockdown period. The readability and valence of a complaint were found to positively affect the likelihood of response to a social media grievance. However, the effect of valence was significant only in lockdown period.Originality/valueThis research offers insights on what elicits responses from a service provider to consumers' grievances on social media platforms. The extant literature is a plenty on how firms should be engaging consumers on online media and how online communities should be built, but scanty on grievance redressal on social media. This research is, therefore, likely to be useful to service providers who are inclined to improve their grievance handling mechanisms, as well as, to regulatory authorities and ombudsmen.