IMPACT OF SOCIAL MEDIA COMPLAINTS ON THE QUALITY OF CUSTOMER SERVICE IN SELECTED BANKS IN ENUGU STATE, NIGERIA

Abstract

Social media has evolved beyond a tool for interaction to become integral in managing daily business operations. In the banking sector, its use for addressing customer complaints is rapidly expanding. Increasingly, customers are turning to social media platforms due to their capacity to deliver swift responses to inquiries and concerns. This study investigates the influence of social media complaints on customer service quality in selected banks in Enugu State, Nigeria. It is grounded in the Service Recovery Paradox theory and adopts a descriptive survey research design. Using Topman’s formula for an unknown population, a sample size of 250 respondents was determined, and the availability sampling technique was employed to select participants. The findings reveal that a significant number of respondents actively use social media to express dissatisfaction or raise concerns about banking services. Moreover, a considerable proportion of respondents believe that banks are responsive and effective in addressing complaints received via social media platforms. The study recommends that banks should invest in comprehensive training programs for customer service personnel to enhance their competence in managing and resolving customer issues on social media.