A research on the impact of social media on customer complaint management in private health institutions

The widespread use of social media in economic relations and the easy, fast and free accessibility of information influence the communication processes in private health institutions as well as in other institutions. As a result of negative experiences, customers have started to share their complaints in social media tools such as complaint websites. The transfer of disputes between the customer and the service provider to the social media and the viewing of the complaint solution processes by other customers have revealed differences in the perception, response and management of the customer complaints in the private health institutions via social media. In this research, considering the results of research done in the world and in Turkey, complaints shared via social media were evaluated in terms of customers and private health institutions, and whether complaints in social media were managed effectively by private health institutions professionals or not was examined in a descriptive analysing. According to the findings obtained in this study, it has been confirmed that leading private health institutions in Turkey have not identified complaints in social media as different from the classic customer complaints and different administrative processes have not been carried out. This situation leads to a decrease in the trust and loyalty to the private health institution, customer dissatisfaction and the preference of the other institutions. Keywords: Customer Complaint Management, Social Media, Private Health Institution, The Impact of Social Media on Customer Complaint Management