- Title
- A netnographic analysis of complaints and service responses on selected South African banks' Twitter handles
- Creator
- Poswa, Ziyanda
- Subject
- Digital ethnology
- Date
- 2022-05
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10353/23438
- Identifier
- vital:57731
- Description
- This study is a Netnographic investigation of numerous customer complaints and service responses on selected South African (SA) banks’ Twitter handles. The fulcrum of the study is significantly linked to the Justice theories which thus form the underpinning theories of the study. The study is based on qualitative data derived from selected SA banks’ Twitter handles for duration of at least three months. The study has its philosophy or paradigm deeply rooted in the Interpretivism paradigm. The qualitative research approach is then employed in the study along with the exploratory research design which allows the extrapolation of meaningful conclusions on the findings of the investigation based on the secondary data extracted from 1286 complaints on selected SA banks’ Twitter handles. The researcher makes use of thematic analysis to categorise, investigate, consolidate, define, and create reports on the themes identified in the data set thus enabling the drawing of meaningful inferences. The researcher’s findings point out that customer complaints generally spring from outcome service failure. Outcome service failure defines occurrences where clients are disappointed with banking services or the banking experience regardless of the service or product purchased. Complaints also emanated from process service failures which mostly describe incomplete service delivery. It is thus critically recommended that banks must make sure that process failures are curtailed through an effective improvement of the value chain system. This will also take into account a proper training of banking services personnel and staff. Furthermore, it is also suggested that increased mentoring, and improving or standardising training methods might help to improve bank employee service performance hence reducing incidents of failure. A closer look at the justice theories, it is identified in the study that, banks must try to uphold by all means through effective use of distributive justice service recovery. This is through the application of fairness and courtesy when addressing customer complaints especially on public social platforms such as Twitter. Eventually, this results in increased customer satisfaction and repeated patronage for the respective banks. Through interactional justice service recovery, banks are compelled to try in every way possible not to automate their responses to client complaints in their various or different manner. Procedural justice recovery suggests that banks should take into 3 cognizance better and more effective avenues of promptly responding to their clients hence improving the effectiveness of their service recovery processes.
- Description
- Thesis (MCom) -- Faculty of Management and Commerce, 2022
- Format
- computer
- Format
- online resource
- Format
- application/pdf
- Format
- 1 online resource (i, 226 pages)
- Format
- Publisher
- University of Fort Hare
- Publisher
- Faculty of Management and Commerce
- Language
- English
- Rights
- rights holder
- Rights
- All Rights Reserved
- Rights
- Open Access
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UFH Department of Business Management
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details | SOURCE1 | POSWA Z MCom Thesis Final.pdf | 2 MB | Adobe Acrobat PDF | View Details |