Application of Organizational Justice Theory to Consumer Complaints in COVID-19 Vaccination Drive

ABSTRACT

Consumer satisfaction is dependent not solely on the end result but also on the supplementary management processes involved. This study applies social listening techniques to extract and analyse consumer grievances regarding the COVID-19 vaccination drive in India. The objective is to provide actionable insights to service providers based on consumer data. The study present s a network analysis based on the keywords present in the posts. The network analysis provides an indicative clustering of the keywords based on their co-appearance. The study also presents a content based thematic analysis and extends the application of organizational justice theory to analyse the interactions between the consumers and the service providers. The study identifies the main themes as complaints related to three aspects viz. price, process and interaction.