The Relationships Between Dissatisfaction, Complaints and Subsequent Behavior in Electronic Marketplace

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 (website 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.



Citation:

Anne-Francoise Audrain-Pontevia and Christine Balague (2008) ,"The Relationships Between Dissatisfaction, Complaints and Subsequent Behavior in Electronic Marketplace", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 475-482.

Authors

Anne-Francoise Audrain-Pontevia, Rouen School of Management, France
Christine Balague, University of Sciences and Technology, Lille, France



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Perspectives on “What Can We Trust? Perceptions of, and Responses to, Fake Information” and the Changing Values of Information

Kristen Lane, University of Arizona, USA
Merrie Brucks, University of Arizona, USA

Read More

Featured

Emotional Volatility and Cultural Success

Jonah Berger, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA

Read More

Featured

Gossip: How The Relationship With the Source Shapes the Retransmission of Personal Content

Gaia Giambastiani, Bocconi University, Italy
Andrea Ordanini, Bocconi University, Italy
Joseph Nunes, University of Southern California, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.