Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Service guarantees in an e-commerce platform: proposition of a framework based on customers' expectations, negative experiences and behavioural responses

Service guarantees in an e-commerce platform: proposition of a framework based on customers'... Companies' relationship with their customers through e-commerce platforms has increased considerably in the past few years, bringing new challenges concerning service guarantees (SG). This study aims to propose a framework of the relations between customers' expectations on SG, their negative experiences and their attitudes and behavioural intentions towards an e-commerce platform.Design/methodology/approachThe research had a qualitative and descriptive approach. Testimonials from clients of an online e-commerce platform were obtained through interviews via videoconference and non-participant observation on a complaints website in Brazil. The testimonies were analysed through content analysis.FindingsThe customer expectations regarding the SG offered by the e-commerce platform are congruent with the five categories of the theory that support this research. Customer testimonials on the complaints site show that their negative experiences with the e-commerce platform generated negative emotional, cognitive and behavioural responses towards the company. A framework was proposed, including customers' expectations regarding SG, their negative experiences and their repercussions on clients' attitudes and behavioural intentions.Originality/valueThis article is the only that contemplates customers' expectations about SG in an e-commerce platform, relating them to attitudes and behavioural intentions. Thus, its framework demonstrates the relationships between customer expectations about SGs, their negative experiences and attitudinal and behavioural repercussions. This article brings academic and managerial contributions for companies and managers of e-commerce platforms. It contributes to clients and consumer protection associations by revealing problems they face with SG on e-commerce platforms. This research can be used by those responsible for elaborating laws and public policies to regulate and inspect the relationships between e-commerce platforms and their customers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia-Pacific Journal of Business Administration Emerald Publishing

Service guarantees in an e-commerce platform: proposition of a framework based on customers' expectations, negative experiences and behavioural responses

Download PDF
20 pages

Loading next page...
 
/lp/emerald-publishing/service-guarantees-in-an-e-commerce-platform-proposition-of-a-MMUtOEK5gG

References (44)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-4323
DOI
10.1108/apjba-06-2021-0249
Publisher site
See Article on Publisher Site

Abstract

Companies' relationship with their customers through e-commerce platforms has increased considerably in the past few years, bringing new challenges concerning service guarantees (SG). This study aims to propose a framework of the relations between customers' expectations on SG, their negative experiences and their attitudes and behavioural intentions towards an e-commerce platform.Design/methodology/approachThe research had a qualitative and descriptive approach. Testimonials from clients of an online e-commerce platform were obtained through interviews via videoconference and non-participant observation on a complaints website in Brazil. The testimonies were analysed through content analysis.FindingsThe customer expectations regarding the SG offered by the e-commerce platform are congruent with the five categories of the theory that support this research. Customer testimonials on the complaints site show that their negative experiences with the e-commerce platform generated negative emotional, cognitive and behavioural responses towards the company. A framework was proposed, including customers' expectations regarding SG, their negative experiences and their repercussions on clients' attitudes and behavioural intentions.Originality/valueThis article is the only that contemplates customers' expectations about SG in an e-commerce platform, relating them to attitudes and behavioural intentions. Thus, its framework demonstrates the relationships between customer expectations about SGs, their negative experiences and attitudinal and behavioural repercussions. This article brings academic and managerial contributions for companies and managers of e-commerce platforms. It contributes to clients and consumer protection associations by revealing problems they face with SG on e-commerce platforms. This research can be used by those responsible for elaborating laws and public policies to regulate and inspect the relationships between e-commerce platforms and their customers.

Journal

Asia-Pacific Journal of Business Administration – Emerald Publishing

Published: Feb 24, 2023

Keywords: Covid-19 impacts; Internet business; Online platforms; Consumer attitudes; Customer experience; Consumer behaviour

There are no references for this article.