When Social Media Delivers Customer Service: Differential Customer Treatment in the Airline Industry

摘要

The article presents a study on customer service provided through social media by several major U.S. airlines. Topics include the tendency for airlines to respond more to complaints from customers with more social media followers, the tendency for airlines to respond quicker to complaints from customers with more followers confirming the existence of a social media influence effect, and the tendency for airlines to respond less to complaints with multiple parties mentioned confirming the existence of a bystander effect.