Understanding customers’ intention to use social network sites as complaint channel: an analysis of young customers’ perspectives

Setiawan, Retno Agus and Setyohadi, Djoko Budiyanto and Pranowo, Pranowo (2018) Understanding customers’ intention to use social network sites as complaint channel: an analysis of young customers’ perspectives. In: E3S Web of Conferences.

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Abstract

Social network sites (SNSs) have grown rapidly in recent years. More and more companies have used SNSs as part of their business strategy. SNSs offer numerous advantages , especially in enhancing communication. SNSs have a potential as a new complaint channel for young customers to f ile their complaints to companies. The object ive of this study is to investigate the acceptance of SNSs as complaint channel based on TAM. A structured questionnaire was distributed to young participants, which collected 222 valid questionnaires. Furthermore, structural equation modeling was utilized to inves t igat e the structural model. The results revealed that perceived ease of use and perceived usefulness have a positive correlation on the attitude towards SNSs. While the attitude plays an important role in understanding c ustomers ’ intention to use SNSs to voice complaints. However perceived usefulness has no significant impact on intention to use. Limitations and further research were also discussed.

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