Why do buyers complain about online purchases?
AbstractConsumers who make purchases in online channels do not feel fully satisfied and complaints on different stages of the service are frequent. To identify motives for such complaints, 720 communications, posted in one–year period on the main Brazilian website for complaints and addressed to the three online retailers who received most complaints, were randomly selected and submitted to content analysis. Results reveal the most frequent motives for complaints by online consumers: failures in after-sale service, delays and failures in deliveries and failures related to the policies of exchange and return. The method used in this work and the results obtained are a relevant contribution to the literature on the subject. Thanks to its simplicity and low cost of application, the method can easily be used by companies to reveal motives of dissatisfaction of consumers with online channels, offering elements to improve processes.
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Bibliographic InfoArticle provided by Fucape Business School in its journal Brazilian Business Review.
Volume (Year): 9 (2012)
Issue (Month): 4 (October)
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Postal: Fucape Business School Brazilian Business Review Av. Fernando Ferrari, 1358, Boa Vista CEP 29075-505 Vitória-ES
Phone: +55 27 4009-4408
Fax: +55 27 4009-4422
Web page: http://www.bbronline.com.br/
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Online complaints; dissatisfaction; online purchases.;
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Ruyter, Ko de & Wetzels, Martin, 2000. "Customer equity considerations in service recovery: a cross-industry perspective," Open Access publications from Maastricht University urn:nbn:nl:ui:27-5872, Maastricht University.
- James C. Ward & Amy L. Ostrom, 2006. "Complaining to the Masses: The Role of Protest Framing in Customer-Created Complaint Web Sites," Journal of Consumer Research, University of Chicago Press, vol. 33(2), pages 220-230, 07.
- Westbrook, Robert A & Oliver, Richard L, 1991. " The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction," Journal of Consumer Research, University of Chicago Press, vol. 18(1), pages 84-91, June.
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