Hell Hath No Fury Like an Online Customer Scorned


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As more people embrace online shopping, it is imperative that practitioners understand how this new channel affects customers. This study compares the word-of-mouth behaviors of customers experiencing problems when purchasing services online with customers purchasing services in traditional bricks-and-mortar settings. Specifically, the research attempts to shed light on the means by which word-of-mouth is spread by customers in each of the two settings. In order for managers to combat the ill effects of negative word-of-mouth, they must first understand how it spreads.The data showed that it is the combination of the shopping context and factors such as recovery level, and consumers’ past experiences with the services that affect WOM. These effects are especially salient in low recovery situations. To the author’s knowledge, this is the first empirical study addressing this issue.


Business | E-Commerce | Marketing

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