Using online reviews of multinational customers, we explored various attributes of their experiences when they engage in online shopping. Our analysis revealed eight key themes: interaction with customer service, paid subscription service experience, experience with e-retailers, delivery service experience, return policy experience, cost experience, product quality experience, and convenience in online shopping. We discuss these themes and how the experiences of customers in different regions compare based on their unique cultural factors and the level of economic development. The study contributes to our knowledge of online service experience and e-retail services.
Appiah Otoo, Brigid; Esmizadeh, Yalda; and Palvia, Prashant, ""Like Talking To a Wall": a Study of Multinational Customers' Online Shopping Experiences" (2020). SAIS 2020 Proceedings. 3.