Understanding the nature of social media customer complaint behaviour in Kenya's star-rated hotels

Le résumé fourni par la source

The proliferation of digital technologies has transformed consumer behaviour. Studies have predominantly focused on determinants of complaint behavior with limited scholarly attention devoted to understanding the nature of social media complaint behavior more so in the hospitality industry. Anchored on the EVL model, this study seeks to explore the nature of social media complaint behaviour in star-rated hotels in Kenya. The study used descriptive cross-sectional research design and employed stratified random sampling to obtain a sample of 560 star-rated hotels guests. Data was collected through researcher-administered questionnaire and analyzed using descriptive statistics, factor analysis and correlations. The results show that customers predominantly access social media platforms via smartphones and engage in simultaneous complaining across multiple channels, including personal social media accounts, firms' official pages, and third-party platforms. Based on the findings of this study, hoteliers can adopt proactive multi-channel complaint monitoring approaches and responsive complaint management strategies optimized for mobile interactions. The study is context-specific to the Kenyan hospitality industry which limits the generalizability of the findings to other service sectors or cultural contexts. Thus, future research could be conducted to examine social media complaint behaviours across industries and across regions.

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