Ravnanje s pritožbami uporabnikov na družbenih omrežjih : magistrsko delo

Avberšek, Anja (author), Golob, Urša (mentor)

Pritožbe so naravna posledica kakršne koli človeške aktivnosti, saj so napake neizogiben del vseh človeških dejanj. To velja tudi v odnosih med potrošniki in podjetji, kjer smo v zadnjih letih priča vse pogostejšemu pritoževanju potrošnikov preko družbenih omrežij. Ta so pritožbam omogočila novo obliko pojavnosti, saj lahko ena sama pritožba posameznika v hipu postane javno vidna širši množici ljudi in povzroči naval dodatnih pritožb, vezanih na podjetje ali organizacijo. Vse večjo priljubljenost podajanja pritožb preko družbenih omrežij lahko pripišemo priročnosti in javni naravi spletnih platform, ki potrošnikom ponujajo boljše pogajalsko izhodišče kot pa tradicionalni kanali za podajanje pritožb (telefon, e-naslov). Raziskava je razdeljena na dva dela. V teoretičnem delu naloge smo raziskali pritožbeno vedenje posameznikov na družbenih omrežjih in opredelili več načinov za ustrezno ravnanje z njimi. V empiričnem delu naloge smo na primeru slovenskega podjetja ugotavljali, ali so podjetja, kot je na primer obravnavano podjetje, pripravljena na digitalizacijo pritožbenega vedenja potrošnikov. Ugotovitve raziskave so pokazale, da se podjetja že dobro zavedajo pomembnosti spleta in s tem moči, ki so jo pridobili potrošniki, a bodo morala v prihodnosti temu nameniti še več pozornosti, saj so družbena omrežja hitro spreminjajoče se platforme, ki zahtevajo nenehno prilagajanje novim smernicam komuniciranja.

• Language: Slovenian
• Keywords: ravnanje s pritožbami, pritožniki, družbena omrežja, strategija
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [A. Avberšek]
• Year: 2020
• Number of pages: 64 str.
• PID: 20.500.12556/RUL-114070
• UDC: 005.334.3:366(043.3)
• COBISS.SI-ID: 36615261
• Publication date in RUL: 12.02.2020

Secondary language

• Language: English
• Title: Customer complaint management on social media

Abstract

Customer complaints are a natural consequence of any human activity and this is also the case with consumer-business relationships. In recent years, we have witnessed the rise of customer complaints filed to companies through social media. The internet has significantly changed the complaint behaviour of customers since a single complaint can instantly become visible to a wider audience and cause additional complaints of other people. The growing popularity of digital complaints can be connected to the convenience and a public nature of online platforms that offers a better negotiating position for consumers in comparison to traditional channels (telephone, e-mail). The research is divided into two main parts. Complaint behaviour was presented in the first part along with the several ways of successfully managing it. In the empirical part of the thesis a case of Slovenian company was presented. We tried to determine whether companies, such as the presented company, are able to successfully manage digital complaints. The findings of the survey showed that companies are already well aware of the importance of the social media and the raising power of consumers. However more attention to this topic will be needed in the future since social networks are fast-changing platforms that require continuous adaptation of activities to the new communication guidelines.

• Keywords: customer complaint management, customers, social media, strategy