Ayodele James Akinola, PhD is a Research Associate at the Institute for Policy, Ethics, and Culture (IPEC) at Michigan Technological University, USA, and also with the Center for Digital Humanities, University of Lagos. He is a fellow of the Institute for Advanced Digital Humanities at the Santa Fe Institute, USA; a founding member of the Network for Digital Humanities in Africa, and an academic with Chrisland University, Nigeria.
Akinola earned his Ph.D. in English Language from the University of Ibadan, Nigeria, focusing on neurologist-patient interactions in university teaching hospitals while exploring the intricacies of communication in clinical settings. Presently as a research scholar in the U.S., he delves into the interplay of technology, cultural communication, and social dynamics of complaint, examining the genre of complaint as a form of communication, stressing social justice, marginalized voices, ethics, and power, and exploring how technological and cultural factors impact communication in customer satisfaction and institutional responses to complaints.
In this interview, he explains, among other things, the evolution of his research from clinical communication to the societal implications of complaint discourse in both Nigerian and global contexts.
Q: Could you tell us about your current academic position and the primary focus of your research?
A: I am presently a researcher in the field of communication and culture in the Department of Humanities at Michigan Technological University, USA. My ongoing research highlights the significance of cultural sensitivity (that is the recognition that cultural dissimilarities can significantly shape people’s experiences, behaviors, and viewpoints) and customization by leveraging the affordances of digital technologies (digital humanities) in studying customer complaints, and how the understanding of the cultural subtleties and preferences can help service industries tailor their complaint management strategies to effectively address the concerns of their diverse clientele towards customer satisfaction.
It also involves analysis of the issues of service quality and reputation, customer empowerment, social harmony and understanding toward improving complaint management strategies in the service industry, enhancing customer satisfaction, and fostering a more inclusive and culturally aware society, thus contributing significantly to business growth and the cultural diversity. My specific interest lies in integrating the digital technologies with humanities to address pressing social justice issues and identify the diverse connections between hospitality, tourism and politics, cultural heritage, and cross-cultural interactions.
Q: Motivation for research?
A: My research is driven by a sustained interest in the intricate relationship between technology, cultural communication, and discourse. This fascination has evolved over my academic journey, deeply influenced by my initial focus on neurologist-patient interactions during my Ph.D. at the University of Ibadan. There, I explored the subtleties of interpersonal dialogue in clinical settings, which ignited my interest in applying communication theories to practical, real-world scenarios, particularly in healthcare.
The turning point in my research trajectory occurred during an unexpected event while traveling to a training session sponsored by the US National Endowment for Humanities at the Santa Fe Institute. An unforeseen flight rescheduling led to a series of incidents that nearly disrupted my plans but also provided an invaluable perspective on complaint communication in action.
This experience was eye-opening, as it allowed me to draw parallels with similar cultural and societal dynamics in Nigeria. This incident brought to light the unique ways in which cultural norms and societal expectations, coupled with the inherent resilience and rugged optimism of Nigerians, shape our approach to voicing complaints. It dawned on me that complaining, often perceived merely as expressing dissatisfaction, is intricately woven into cultural fabrics and social norms. This insight fueled my curiosity to delve deeper into the complexities of complaint discourse, especially in our increasingly digital world where communication transcends traditional geographical and cultural barriers.
As my research deepened, I began to focus on the intricate relationship between technology, cultural norms, and social dynamics as they pertain to the expression of dissatisfaction in the context of tourism and hospitality. This exploration involves a critical analysis of user-generated content on digital platforms like TripAdvisor, Yelp, Twitter, and Facebook. My analytical approach aims to uncover how digital communication channels facilitate the articulation of complaints, thereby giving voice to individual experiences and highlighting societal power dynamics.
The goal is to understand how these digital platforms act as conduits for social commentary and critique, contributing to broader discourses of social justice and giving marginalized voices a platform. In other words, I am not merely concerned about the operational aspects of tourism and hospitality entities but rather about understanding the humanistic elements that these digital interactions reveal, especially in the context of complaint as a genre of discourse.
Q: Your research interest appears be to quite distinct and profound. We would like to know if this in anyway relates to customer relations as a marketing communication concept?
A: That’s a tough question but many people I have been encountering always ask something similar. My simple answer is that my research is critically interdisciplinary in nature. It encompasses a wide range of fields where there exists an inherent necessity to evaluate the quality of goods and services received, whether that necessity is instituted or not. Factually, I can’t think of any discipline or profession where such an evaluation is not imperative. Even, your interviewing me today, is a form of an assessment, Isn’t it? At least you heard me spoke at this conference before initiating this. So, I’ll say that my work is situated in the contemporary era wherein human engagements and feedback undergo dynamic transformations due to digital technology.
Let me give an example using the case of Chioma Egodi in Nigeria. As reported, Egodi was arrested following her online review of Erisco Foods’ tomato paste, which she said was excessively sugary. This incident highlights how online reviews and grievances can shape consumer perceptions and corporate responses. I have also read the encounter of Fisayo Soyombo with a certain airline from a particular part of Africa. If you ask me, I have also had my own share of similar encounters with our airline operators in Nigeria. This is not peculiar to us alone, similar instances have been observed in the airline and hospitality industries both in Nigeria and the USA. For example, there have been cases where passengers have voiced their dissatisfaction with flight delays or cancellations through social media platforms, leading to widespread attention and sometimes even policy changes by the airlines. In tourism and even hospitality, online reviews on platforms like TripAdvisor and Yelp, as well as social media like Facebook and X have played a significant role in influencing hotel policies and customer service standards. However, the question of digital platform affordances is another important issue.
The genre of complaint as a form of communication does not seem popular particularly in Nigeria, do you think the Nigeria academic community is aware of this gap and making related academic efforts?
The exploration of complaint or online reviews as a form of communication can be considered a niche area in academic research, particularly in Nigeria. Although it is not widely popular or recognized as a distinct area of study, the significance and potential influence of this category in communication and media studies cannot be ignored, particularly in the context of evolving digital platforms and consumer interactions.
To my knowledge, the Nigerian academic community has not extensively explored this specific area. However, there is a growing awareness of the impact of digital communication on various aspects of society, including consumer behavior and corporate accountability among researchers in the humanities and arts. This recognition is, of course, an invaluable step towards bridging the gap in research and understanding the complex dynamics of complaint as a form of discourse.
In global contexts, including the USA and parts of Europe, there has been some academic exploration into the nature of complaints or reviews as a form of communication, especially in relation to customer service and online platforms. These studies often intersect with marketing, psychology, and sociology, offering insights into consumer behavior, sentiment analysis, and the impact of digital communication on organizational reputation.
I think, in Nigeria, recognizing the significance of this research area could lead to a more comprehensive understanding of consumer behavior, particularly in the digital age where online platforms like social media and review websites play a pivotal role. This is because complaint or review as a form of communication offers a unique lens through which we can examine surprising cultural norms, societal expectations, and the influence of digital technology on human interaction.
Basically, I am advocating for a collaborative endeavor within the Nigerian academic community towards this particular genre due to its substantial potential. The exploration of this online reviews or complaints has the capacity to generate noteworthy insights into consumer behavior, bolster strategies for managing customer relationships, and make a substantial contribution to the ongoing discourse regarding digital communication and its societal impacts.
More so, I think this pursuit is not just about understanding the mechanics of complaints or reviews only; It’s about recognizing the cultural issues and power dynamics that manifest within these digital interactions; It is about deciphering how complaints in digital spaces can influence policies and practices; It’s about understanding the interplay between digital narratives and real-world consequences, particularly how online expressions of dissatisfaction translate into tangible changes in service delivery and customer engagement; It’s about critiquing the platform affordances influencing what can or cannot be done based on the application of algorithms; It’s about dissecting the multifaceted layers of communication in the digital age, where a simple online review or tweet can set off a chain reaction, impacting brand reputation and consumer trust on a large scale, whether it’s an academic setting or a business space. In all of these, the interesting thing is that there is abundance of user-generated data with which to work without violating privacy.
Q: What do you think the US stands to benefit from your research and how do you think your work can improve on the producer/service provider/customer situation within the Nigerian context?
A: Like I said earlier, my research is not merely business-oriented but it stems from the interdisciplinary standpoints of communication and culture, digital humanities, and visual rhetoric to studying user-generated contents. The essence is to lay bare the inherent and emerging issues through a critical engagement with social justice, biases, marginalized voices, and the influence of platform algorithms on user interactions in relation to online reviews or complaints.
As it stands, and based on the platforms that I have gazed my attention on, the United States stands to benefit significantly from my research as it offers a great understanding of digital communication’s role in shaping societal discourse and consumer behavior through those platforms dedicated to reviews. Notwithstanding, my findings can provide insights into how digital platforms can be designed and moderated to promote fairness, inclusivity, and balanced representation, which are crucial in a diverse society like the United States.
Moreover, my work contributes to the academic discourse in digital humanities and communication, enriching the understanding of digital culture’s impact on society as well as issues related to how those digital platform restrict users to behave in certain ways.To our situation at home, my research can significantly improve the producer/service provider/customer dynamic by highlighting the importance of online platforms as spaces for democratic engagement and consumer empowerment.
By critically examining how online reviews reflect and influence societal norms and consumer expectations, my work can guide Nigerian businesses in better understanding and responding to their customers’ needs and concerns. This approach can lead to enhanced customer relationship management and the development of more consumer-centric business practices, ultimately contributing to a more robust and responsive digital economy in Nigeria.
In the United States, my work could substantially contribute to the existing understanding of digital communication’s role in societal discourse and consumer behavior, particularly from the perspective of communication and culture. My continued inquiries into how digital platforms can be designed and moderated to ensure fairness, inclusivity, and balanced representation aligns with the diverse fabric of American society. This understanding is vital for a nation that thrives on innovation and cultural diversity, and advocates a framework for evolving digital platforms in a way that respects and nurtures varied perspectives and voices.
Furthermore, my research enhances academic discourse in digital humanities and communication, enriching our understanding of the impact of digital culture on society. It probes into how digital platforms can restrict or influence user behaviors, a topic of increasing relevance as we grapple with the ethical implications of technology in our lives.
In the Nigerian context, my research offers transformative insights for the producer/service provider/customer dynamic. If we continue to provide insight into the role of online platforms as democratic spaces for engagement and consumer empowerment, the Nigerian businesses can begin to view customer interaction with a new lens. This is particularly imperative for us as a nation in the throes of digital transformation through which good insights of consumer behavior and expectations can bring about improved business practices and a stronger digital economy.
Consequently, this leads to enhanced revenue for business owners, fostering a cycle of growth and development that benefits both the economy and the consumer community. The goal is to create a mutually beneficial environment where businesses thrive on customer feedback and consumers feel heard and valued, shaping a dynamic and responsive market landscape. In essence, this provides Nigerian businesses with insights into not only managing online platforms in a way that fosters constructive engagement and reflects the societal norms and consumer expectations unique to Nigeria but to embrace criticisms as part of their internal and external communication.
In its core, my research has the potential to offer Nigerian enterprises valuable perspectives on effectively overseeing digital platforms in a manner that promotes positive interaction and aligns with the distinct societal conventions and consumer demands specific to Nigeria. Furthermore, it encourages businesses to view criticisms as an integral component of their internal and external communication strategies. This approach may result in the improvement of customer relationship management and the establishment of more consumer-oriented practices, which appear somewhat lacking given some of the examples we have seen reported.
