Online service failure and propensity to suspend offline consumption

Niall C. Piercy · Chris Archer‐Brown

28 citations0/0 files storedService Industries Journal

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Consumer Retail Behavior Studies Customer Service Quality and Loyalty AI in Service Interactions

Abstract

Many retailers have expanded their businesses by adding Internet sales channels. There are many advantages of such multi-channel business operation, however, these may be offset by an overlooked negative consequence of cross-channel shopper activity – poor service online may lead customers to suspend consumption in a company's offline channels. Support is found for this proposition, and an investigation into the influence of purchaser characteristics and purchase criticality on propensity to engage in such behavior is conducted. The study makes contributions to understanding cross-channel customer behavior and developing implications for future research as well as management practice.

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References

1977Estimating Nonresponse Bias in Mail Surveys 1970Exit, Voice and Loyalty: Responses to Decline in Firms, Organizations, and States.2002Service Quality Delivery through Web Sites: A Critical Review of Extant Knowledge 2000Marketing Research: An Applied Approach 2001Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment☆11☆This article is based upon the first author’s doctoral dissertation completed while at Georgia Institute of Technology.1992An empirical assessment of the SERVQUAL scale 1993Price Perceptions and Consumer Shopping Behavior: A Field Study 1996Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality

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