The role of social media on complain management in smartphone industry of Bangladesh

Abstract

Social media is one of the mostly used communication medium in Bangladesh. Over the period of time, organizations and enterprises has also started using it as a way to communicate with their customers and to reach them more easily. Social medias also give customers a great opportunity to interact with the brands directly. They can post any complain via social medias easily and let the brand know about what they are feeling about the brand. The purpose which worked behind choosing this topic and writing of this paper is to evaluate the role of social media that they are playing to manage the customer complains they receive via social medias in Bangladesh. An online survey was conducted on a sample size of 121 people through Google doc. Convenience sampling method was used for this research. This survey was the primary source of data for this research. For secondary data scholarly article, journal, online book and various websites were used. Through this paper social media’s role on customer management and customer’s expectation from brand authority are tried to find out. As Facebook is the mostly used social media platform in Bangladesh, some examples from different smartphone brands Facebook page are used to make the understanding clear and to give a practical view of findings of the survey. Based on the overall findings some recommendations are given later on, that smartphone brands can use in their query management or complain management procedure.