The impact of product category on customer dissatisfaction in cyberspace

Document Type

Article

Publication Date

10-1-2003

Abstract

How do online customers judge a product's attributes in cyberspace? Previous studies of online product category suggest that all goods are not equal on the Web, because products have different attributes. Furthermore, the literature assumes that the customer's ability to evaluate product quality on the Web differs according to product attributes. Based on these considerations, the purpose of this study is to determine whether a customer's dissatisfaction and propensity to complain on the Web differ depending on product category. This study examines how selected variables (i.e. monetary, and non-monetary effort, and the degree of involvement) influenced the impact of product category on customer dissatisfaction. The analysis was performed using survey data, collected both online and offline. The findings suggest the most appropriate strategies online companies should employ for each product category in question. © 2003, MCB UP Limited

Identifier

84986156583 (Scopus)

Publication Title

Business Process Management Journal

External Full Text Location

https://doi.org/10.1108/14637150310496730

ISSN

14637154

First Page

635

Last Page

651

Issue

5

Volume

9

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