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The customer is always right

Bruynooghe, Barbara Marie Cornelia LU (2014) SKPM08 20141
Department of Strategic Communication
Abstract
“The customer is always right”: A qualitative study of how service-providing companies deal with public customer complaints filed on social network sites.
Customers have always voiced their complaints, but with the emergence
of the Internet and the rise of social media, the medium they used to do
so has changed. While beforehand, customers contacted companies through letters or phone calls, nowadays they have the opportunity to raise their voices online and share their dissatisfactions not only with the organisation involved but with their entire network. Therefore, this thesis investigates how service organisations deal with customer complaints filed on social network sites. The focus of this essay was put on the public aspect of... (More)
“The customer is always right”: A qualitative study of how service-providing companies deal with public customer complaints filed on social network sites.
Customers have always voiced their complaints, but with the emergence
of the Internet and the rise of social media, the medium they used to do
so has changed. While beforehand, customers contacted companies through letters or phone calls, nowadays they have the opportunity to raise their voices online and share their dissatisfactions not only with the organisation involved but with their entire network. Therefore, this thesis investigates how service organisations deal with customer complaints filed on social network sites. The focus of this essay was put on the public aspect of social media and how companies handle potential imagethreatening posts. This research project was done by observing and
interviewing the social media teams of three Belgian service companies.
Additionally, the researcher scanned the companies’ online activity. (Less)
Please use this url to cite or link to this publication:
author
Bruynooghe, Barbara Marie Cornelia LU
supervisor
organization
course
SKPM08 20141
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Customer complaints, consumer complaints, social network sites, social media, strategic public relations, complaint management
language
English
id
4770227
date added to LUP
2014-11-07 11:46:31
date last changed
2014-11-07 11:46:31
@misc{4770227,
  abstract     = {{“The customer is always right”: A qualitative study of how service-providing companies deal with public customer complaints filed on social network sites.
Customers have always voiced their complaints, but with the emergence
of the Internet and the rise of social media, the medium they used to do
so has changed. While beforehand, customers contacted companies through letters or phone calls, nowadays they have the opportunity to raise their voices online and share their dissatisfactions not only with the organisation involved but with their entire network. Therefore, this thesis investigates how service organisations deal with customer complaints filed on social network sites. The focus of this essay was put on the public aspect of social media and how companies handle potential imagethreatening posts. This research project was done by observing and
interviewing the social media teams of three Belgian service companies.
Additionally, the researcher scanned the companies’ online activity.}},
  author       = {{Bruynooghe, Barbara Marie Cornelia}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The customer is always right}},
  year         = {{2014}},
}