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.


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.


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


NA - Advances in Consumer Research Volume 35 | 2008

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