Evaluación de quejas de consumidores durante COVID-19 analizando Twitter a gran escala

Manuela Gutiérrez-Leefmans; Fiorentina García-Miramón; Maximilian David Murck

doi:10.7764/cdi.55.56763

Autores/as

Manuela Gutiérrez-Leefmans Universidad de las Américas Puebla, Puebla, México https://orcid.org/0000-0001-5755-6294
Fiorentina García-Miramón Tec-Check Organización de Consumidores en Línea A.C. , Ciudad de México, México https://orcid.org/0009-0008-2241-3822
Maximilian David Murck Tec-Check Organización de Consumidores en Línea A.C. , Ciudad de México, México https://orcid.org/0009-0006-2865-7145

DOI:

https://doi.org/10.7764/cdi.55.56763

Palabras clave:

pandemic, social media, consumer protection, consumer complaining behavior, government agency, eWOM, digital communication, Mexico

Resumen

El alto crecimiento del comercio electrónico en México causado por la pandemia de COVID-19 se convirtió en un desafío para los minoristas en términos de gestión de quejas. Si bien los estudios de marketing han investigado el uso de las redes sociales en este contexto, hay poca investigación desde la perspectiva del consumidor para comprender cómo la comunicación digital ha transformado la capacidad del consumidor para obtener compensación. Este estudio utiliza el marco teórico del boca a boca electrónico (e-WOM) y el comportamiento de quejas para explorar las quejas de los consumidores en línea durante la pandemia. A través del análisis de datos de Twitter a gran escala en 2019 y 2020 (más de 100.000 tuits), se cuantifica la frecuencia de las denuncias para mostrar la evolución de este fenómeno para siete de los principales minoristas del país a través de un análisis de contenido cualitativo. Los resultados indican que la mayoría de los minoristas presentan una tendencia similar en términos de cantidad y tipo de quejas, sin embargo, algunos de ellos parecen haberse adaptado más rápidamente. En general, los temas relacionados con la entrega, la devolución y el servicio estuvieron entre los más twitteados. Las quejas también sugieren que la falta de conocimiento sobre los procedimientos y la información insuficiente son dimensiones que requieren atención. Al comparar las quejas formales presentadas por los consumidores con el uso de Twitter, el estudio concluye que éstos utilizan este último para quejarse a las instituciones.

Biografía del autor/a

Manuela Gutiérrez-Leefmans, Universidad de las Américas Puebla, Puebla, México

Manuela Gutiérrez-Leefmans, associate professor, Ph.D. in Business and master in Information Systems from the University of Manchester, United Kingdom. She worked 10 years in the industry, in charge of the implementation of information systems in Latin America. She is an active reviewer of international journals. Her main areas of research are information systems, business models, digital platforms, and consumer protection. Winner of the Case Writing Competition EFMD 2017. She is a member of the Mexican National System of Researchers.

Fiorentina García-Miramón, Tec-Check Organización de Consumidores en Línea A.C. , Ciudad de México, México

Fiorentina García Miramón, co-founder of Tec-Check A.C., the first civil association in Mexico dedicated to the protection and defense of digital consumer rights. She holds a master’s degree in Public Policy from the Hertie School of Governance in Berlin and a bachelor’s degree in economics and political science from Tecnológico de Monterrey. Her experience focuses on public policy analysis focused on economic development and public finance. She is currently a director in the Mexican federal government.

Maximilian David Murck, Tec-Check Organización de Consumidores en Línea A.C. , Ciudad de México, México

Maximilian Murck, CEO of Tec-Check A.C., the first civil association in Mexico dedicated to the protection and defense of digital consumer rights. Master in International Economics from the University of St. Andrews (Scotland), he has been a consultant for the World Bank, USAID, the United Nations, and program manager at the German Cooperation for Sustainable Development (GIZ) for five years.

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