Modelling User Experience, Emotions and Concerns for Predicting Firm Response-the Case of Low-Cost Carriers During Pandemic

ABSTRACT

The customers use social media platforms to share their grievances and unresolved concerns about a product or service. This behaviour was rampant during the ongoing pandemic, COVID-19. The airline industry could not handle the uncertainties and manage the customer distress. The extant research on how airlines could address social media grievances needs further enrichment. The present paper presents a model of low-cost carriers (LCCs) response to social media customer complaints. It uses content analysis, followed by logistic regression for the model verification. Results highlighted that the type of complainer, emotions, lockdown situation, complain text, and complain concerns can impact the firm’s response. The paper contributes to understanding firms’ responses to social media customer complaints. © 2022, IFIP International Federation for Information Processing.