This paper focuses on how the purchase channel and customer motivations impact the sequential choice of complaint channels when customers experience service failure followed by recovery failure. Based on a survey of 577 apparel shoppers and using a Multi-Group Latent Class Analysis approach, our work finds that offline and online buyers display different patterns of complaint channel choice. There is evidence of channel synergy effects when customers have to complain twice: shoppers that complain at the store in the first attempt turn to online channels in the second complaint attempt and vice versa. We also find that the chosen purchase channel has a lock-in effect on the complaint channel and this is stronger for offline buyers. Social media is rarely chosen to complain in the first attempt but it is employed in the case of failure of service recovery, particularly for online buyers. Finally, complaint motivations influence complaint channel choice and contribute to identify different shopper segments.

Service failure and complaint channel choice in omnichannel retailing / Ieva, Marco; Ziliani, Cristina; Frasquet, Marta. - ELETTRONICO. - (2018). (Intervento presentato al convegno "I percorsi identitari nel marketing" - XV SIM Conference tenutosi a Bari nel 18-19 ottobre 2018).

Service failure and complaint channel choice in omnichannel retailing

Ieva, Marco;Ziliani, Cristina;Frasquet, Marta
2018-01-01

Abstract

This paper focuses on how the purchase channel and customer motivations impact the sequential choice of complaint channels when customers experience service failure followed by recovery failure. Based on a survey of 577 apparel shoppers and using a Multi-Group Latent Class Analysis approach, our work finds that offline and online buyers display different patterns of complaint channel choice. There is evidence of channel synergy effects when customers have to complain twice: shoppers that complain at the store in the first attempt turn to online channels in the second complaint attempt and vice versa. We also find that the chosen purchase channel has a lock-in effect on the complaint channel and this is stronger for offline buyers. Social media is rarely chosen to complain in the first attempt but it is employed in the case of failure of service recovery, particularly for online buyers. Finally, complaint motivations influence complaint channel choice and contribute to identify different shopper segments.
2018
978-88-943918-2-4
Service failure and complaint channel choice in omnichannel retailing / Ieva, Marco; Ziliani, Cristina; Frasquet, Marta. - ELETTRONICO. - (2018). (Intervento presentato al convegno "I percorsi identitari nel marketing" - XV SIM Conference tenutosi a Bari nel 18-19 ottobre 2018).
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11381/2869236
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact