Online organizational complaints and impacts for private higher education institutions

The purpose of this study was to understand what would be the main complaints and consequences arising from erroneous administrative responses or failures, identifying reaction postures assumed by students in relation to Private Higher Education Institutions. The methodology applied was the Content Analysis of posts, with the help of the Iramuteq software, with the collection of 600 complaints registered in the first half of 2021 on a complaints website. The results indicated that the failures are related to the product offered (in this case, services), payment and service. As for the students' attitudes, attitudes of regret, frustration and anger were identified, influencing the tendency to make a complaint official, negative word-of-mouth and the intention to change the supplier. In addition to the results of previous studies, the attitude of confrontation on the part of the client (student) was identified, with the use of legal means to obtain reparations for damages involving the failure of services.