An investigation into how customer's expectations differ when complaining online using social media compared to using traditional complaint channels, in relation to UK clothing retailers.

Abstract

Purpose: The aim of this study is to investigate how customer's expectations differ when complaining online using social media compared to using traditional complaint channels, in relation to UK clothing retailers. This study will gain an insight into customer's complaining behaviours when complaining online. Methodology: This study followed a mixed methodological approach where both content analysis (quantitative) and semi-structured interviews (qualitative) conducted. Data was gathered from the Twitter and Facebook Pages of Next, Topshop and BHS to capture a range of age groups. The sample used for the interviews also ensured that a range of age groups were included. Findings: The results of this study showed that generally customers expect similar, if not the same, company responses when complaining online as they would using traditional methods. The reasons as to why they chose to complain online varied depending on their age group, highlighting that age is an important factor when choosing a complaint channel. Originality/ Value: This study can contribute to this research area as there has been very little research on this topic recently, since the growth in social media, and the majority of this research has been conducted in the US. This study can therefore explore this topic in a UK setting and apply it to clothing retailers. This research will provide them with an understanding of why customers may choose to complain online and what they expect from organisations.