Understanding customers’ intention to use social network sites as complaint channel: an analysis of young customers’ perspectives
| Main Authors: | Setiawan, Retno Agus, Setyohadi, Djoko Budiyanto, Pranowo, Pranowo |
|---|---|
| Format: | Proceeding PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2018
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| Subjects: | |
| Online Access: |
http://e-journal.uajy.ac.id/15510/1/Understanding_customers.pdf http://e-journal.uajy.ac.id/15510/2/peer_reviewUnderstanding%20customers.pdf http://e-journal.uajy.ac.id/15510/3/cek_turnitin%20understanding_customer.pdf http://e-journal.uajy.ac.id/15510/ |
Daftar Isi:
- 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.