The Influence of Complaint-Handling Procedures on Consumer Decisions to Shop Online
Description
When online shopping increases, the number of complaints associated with online transactions will also rise. However, in Business-to-Consumer (B2C) online shopping, there remains limited understanding of how the type of complaint procedures adopted influences consumers’ decisions to shop online. This study focuses on the influence of complaint-handling procedures on consumer decisions to shop online from both the consumer and merchant perspectives. The authors found that complaint-handling procedures have a significant influence on consumer confidence and trust, and therefore indirectly on their decision to shop online, especially in relation to the accessibility and responsiveness of such procedures. The results of this study are important insofar as they can assist online merchants to better incorporate experiences and theory into their business strategies in the online environment.
The Influence of Complaint-Handling Procedures on Consumer Decisions to Shop Online
When online shopping increases, the number of complaints associated with online transactions will also rise. However, in Business-to-Consumer (B2C) online shopping, there remains limited understanding of how the type of complaint procedures adopted influences consumers’ decisions to shop online. This study focuses on the influence of complaint-handling procedures on consumer decisions to shop online from both the consumer and merchant perspectives. The authors found that complaint-handling procedures have a significant influence on consumer confidence and trust, and therefore indirectly on their decision to shop online, especially in relation to the accessibility and responsiveness of such procedures. The results of this study are important insofar as they can assist online merchants to better incorporate experiences and theory into their business strategies in the online environment.