The relationships between dissatisfaction, complaints and subsequent behavior in electronic marketplace

Anne-Françoise Audrain-Pontevia and Christine Balagué ()
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Anne-Françoise Audrain-Pontevia: Pôle de Recherche - Rouen Business School - Rouen Business School
Christine Balagué: LEM - Lille - Economie et Management - Université de Lille, Sciences et Technologies - CNRS - Centre National de la Recherche Scientifique

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Abstract: This paper investigates customer dissatisfaction and complaining behaviour's effects on a large data-set for a major pure play e-tailer. It presents a theoretical framework and empirically examines twelve propositions. It first investigates the relationships between e-dissatisfaction (Web site and e-purchase dissatisfactions) on customers' exit, voice and word of mouth. It then focuses on customers' e-complaining behaviour subsequent variables such as exit and referral. In particular, customers satisfied with the company's response to their complaint are compared to others. Last, findings are discussed and contrasted to the traditional marketplace literature.

Date: 2008
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Published in Advances in Consumer Research, 2008, 35, pp.475-482

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00203641

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