LISTENING TO THE DIGITAL VOICE OF CUSTOMERS: AN ANALYSIS OF AIRLINE COMPANIES’ SOCIAL MEDIA MANAGEMENT STRATEGIES
DOI:
https://doi.org/10.18623/rvd.v23.5560Palavras-chave:
Social Customer Relationship Management (Scrm), Corporate Communication Strategies, Digital Reputation Management, Social Media, InstagramResumo
The purpose of this study is to investigate, from the standpoint of social customer relationship management (SCRM), the Instagram customer relationship management strategies of three significant international airline businesses. In this context, the customer interactions of the top three airlines, Qatar Airways, Singapore Airlines, and Emirates, as assessed by the UK-based Skytrax organization in its 2024 evaluation of international air transport based on product quality and personnel standards, are examined with regard to the use of Instagram as a social media tool. Using qualitative content analysis, the study examines how ccustomers' comments reflect their emotions and the businesses' responses. The analysis, conducted with MaxQDA software, reveals that customer comments predominantly convey negative emotions such as anger, dissatisfaction, and loss of trust. Company responses were categorized into four main types: redirection, apology, formal replies, and sincere feedback. Coding analysis indicates that specific types of complaints systematically correspond to particular response patterns. The findings demonstrate that emotionally intelligent, timely, and personalized responses are effective in increasing customer satisfaction. The study highlights that social media serves not only as a platform for voicing complaints but also as a strategic communication space for digital empathy and brand reputation.
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