The relationships between dissatisfaction, complaints and subsequent behavior in electronic marketplace

Anne-Françoise Audrain-Pontevia (1) , Christine Balagué (2)

1 Pôle de Recherche - Rouen Business School
2 UMR CNRS 8179

This paper investigates customer dissatisfaction and complaining behaviour’s effects on a large data-set for a major pure play e-tailer. It presents a theoretical framework and empirically examines twelve propositions. It first investigates the relationships between e-dissatisfaction (Web site and e-purchase dissatisfactions) on customers’ exit, voice and word of mouth. It then focuses on customers’ e-complaining behaviour subsequent variables such as exit and referral. In particular, customers satisfied with the company’s response to their complaint are compared to others. Last, findings are discussed and contrasted to the traditional marketplace literature.

Domaines: Gestion et management

Anne-Françoise Audrain-Pontevia, Christine Balagué. The relationships between dissatisfaction, complaints and subsequent behavior in electronic marketplace. Advances in Consumer Research, 2008, 35, pp.475-482. ⟨hal-00203641⟩