Pengaruh Public Complaining dan Complaint Handling dalam Social Media terhadap Kepuasan Pelanggan (Studi Kasus pada Tokopedia)

Abstract

Customer satisfaction is an effort to fulfill customer needs and demand as well as to fulfil the provisions concerning its realization to balance customer expectation, and it is vital as it benefits the company. However, customers are dissatisfied at times with products or services provided by companies resulting in complaints. Public complaining is a medium used by customers to express their dissatisfaction with the use of products and services. It is made by customers who expect improvements for service failures. Public complaining is formed from several dimensionssuch as perceived unfairness, stability attribution, andpersonal identity. In handling complaints, companies take an action called service recovery as service provider 10 resolve service failures. Service recovery in handling complaints is based on four aspects such as empathy, speed, fairness, and accessibility. Public complaining and complaint handling have become the main focus in strategies to satisfy and to retain customers lo use companies' next products or services.

Aiming at analyzing the correlation or effects of complaints and complaint handling on social media 10 realize customer satisfaction, this survey research employs associative method and takes Tokopedia users throughout Indonesia having made a minimum of I transaction and making a complaint as its population. Non-probability sampling technique with accidental sampling method is applied to select the sample. The data are collected through a survey questionnaires and analyzed by multiple linear regression method

The findings show that customer satisfaction is affected by personal identity in public complaining, and by speed as well as accessibility in complaint handling. Based on the three affecting factors, motivationof the customers who make public complaints on social media is that they want their complaints to be read and known by other people and companies, and they expect responses and improvements to the service failures experienced. The complaints are also made on social media because it is expected that related companies would make improvement or complaint handling by offering various solutions, methods and conveniences through optimal seniice facilities.