Customer Complaint Behavior Toward an Indonesian Private Airline on Social Media

Abstract

Social media has become a primary platform for customers to express complaints about airline services. This study aims to examine customer complaint behaviour toward an Indonesian private airline on social media by identifying the most frequent complaint issues and platforms, as well as the factors motivating customers to use social media as a complaint channel. A descriptive qualitative approach with a case study design was employed. Secondary data were collected from Instagram, TikTok, X (formerly Twitter), Facebook, and Google Maps between 2024 and 2026. The data were analysed using the six-step systematic thematic analysis proposed by Naeem et al. (2023) through a deductive–inductive approach. The findings indicate that complaints were primarily related to flight schedule disruptions, followed by customer service, technical issues, aircraft conditions, and baggage handling. Customers preferred social media because of its accessibility, the expectation of faster responses, and altruistic intentions to inform other consumers. They also expected effective service recovery, including compensation, refunds, and transparent resolution timelines. These findings provide practical insights for airlines in improving social media complaint management and enhancing customer service strategies.