Enhance the effectiveness of organizational response to public complaints in social media offence

Abstract

The Malaysian Communication and Multimedia Commission (MCMC) commits to upholding the Client's Charter on complaints received and protecting consumers' interests concerning social media offences. However, due to the advancement of technology, complaints on social media offences have rapidly increased, bringing challenges for the organization. Thus, this study aims to enhance the effectiveness of the organizational response to public complaints in social media cases by introducing a new process flow for the organization to provide regular updates and provides more detailed information on the progress of the complaint. The theory adopted in this research is to apply Davidow’s six (6) dimensions of effective organizational response and McKinsey 7-s model on “shared values”. The methodology used in this research is mixed-method by qualitative (online interviews) analyzed using NVivo software, and quantitative (questionnaires) analyzed using SPSS software. It is believed that the findings of this research by introducing the new process flow would enhance the effectiveness of the organizational response to the public complaint in social media cases. The theoretical implication of this research is that it could help contribute to academic research on organizational response issued by the public organization in complaint handling to ensure the consumer satisfaction.