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The role of the store in managing postpurchase complaints for omnichannel shoppers

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  • Miquel-Romero, Maria-Jose
  • Frasquet, Marta
  • Molla-Descals, Alejandro

Abstract

This paper focuses on postpurchase complaint behavior to understand under which conditions omnichannel shoppers choose to complain at the physical store instead of doing it through online channels. Using fuzzy-set Qualitative Comparative Analysis (fsQCA), we find that four different combinations of situational, channel-related, and individual variables lead to complaining at the store. The motivation of seeking redress together with assertiveness and high dissatisfaction, play an essential role in the choice of complaint channel. The channel of purchase is not determinant for the choice of the store to complain. These findings have implications in terms of redefining the role of the store in the current omnichannel era.

Suggested Citation

  • Miquel-Romero, Maria-Jose & Frasquet, Marta & Molla-Descals, Alejandro, 2020. "The role of the store in managing postpurchase complaints for omnichannel shoppers," Journal of Business Research, Elsevier, vol. 109(C), pages 288-296.
    • Handle: RePEc:eee:jbrese:v:109:y:2020:i:c:p:288-296
    DOI: 10.1016/j.jbusres.2019.09.057
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    References listed on IDEAS

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    Cited by:

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    3. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    4. Aw, Eugene Cheng-Xi & Kamal Basha, Norazlyn & Ng, Siew Imm & Ho, Jo Ann, 2021. "Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    5. Carmen Gerea & Fernanda Gonzalez-Lopez & Valeria Herskovic, 2021. "Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda," Sustainability, MDPI, vol. 13(5), pages 1-24, March.
    6. Christiane Lehrer & Manuel Trenz, 2022. "Omnichannel Business," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 687-699, June.
    7. Dan-Cristian Dabija & Veronica Câmpian & Anna-Rebeka Pop & Raluca Bãbu?, 2022. "Generating loyalty towards fast fashion stores: a cross-generational approach based on store attributes and socio-environmental responsibility," Oeconomia Copernicana, Institute of Economic Research, vol. 13(3), pages 891-934, September.
    8. Natalia Rubio & Nieves Villaseñor & Mª Jesús Yagüe, 2021. "Influence of Value Co-Creation on Virtual Community Brand Equity for Unichannel vs. Multichannel Users," Sustainability, MDPI, vol. 13(15), pages 1-16, July.

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