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Complaint behaviour in multichannel retailing: a cross-stage approach

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Complaint behaviour in multichannel retailing: a cross-stage approach

dc.contributor.author	Frasquet, Marta
dc.contributor.author	Ieva, Marco
dc.contributor.author	Ziliani, Cristina
dc.date.accessioned	2023-10-11T09:01:58Z
dc.date.available	2023-10-12T04:45:05Z
dc.date.issued	2021	es_ES
dc.identifier.citation	Frasquet, M., Ieva, M. and Ziliani, C. (2021), "Complaint behaviour in multichannel retailing: a cross-stage approach", International Journal of Retail & Distribution Management, Vol. 49 No. 12, pp. 1640-1659	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/90304
dc.description.abstract	Purpose This paper analyses how the purchase channel and customer complaint goals affect the sequential choice of post–purchase complaint channels when customers experience a service failure followed by a service recovery failure (double deviation). Design/methodology/approach An online survey involving a scenario manipulation was conducted with 577 apparel shoppers. The study employs multi-group latent class analysis to estimate latent customer segments within both online and offline groups of shoppers and compare latent classes between the two groups. Findings The results show that the purchase channel has a lock-in effect on the complaint channel, which is stronger for offline buyers. Moreover, there is evidence of channel synergy effects in the case of having to complain twice: shoppers who complain in store in the first attempt turn to online channels in the second complaint attempt, and vice versa. Complaint goals shape the choice of complaint channels and define different shopper segments. Originality/value The present study is the first to adopt a cross-stage approach that analyses the dependencies between the purchase channel and the complaint channel used on two subsequent occasions: the first complaint after a service failure and the second following a service recovery failure	es_ES
dc.language.iso	en	es_ES
dc.publisher	Emerald	es_ES
dc.subject	complaint behaviour	es_ES
dc.subject	channel choice	es_ES
dc.subject	service recovery failure	es_ES
dc.subject	double deviation	es_ES
dc.title	Complaint behaviour in multichannel retailing: a cross-stage approach	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.1108/IJRDM-03-2020-0089	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES
dc.type.hasVersion	VoR	es_ES
dc.rights.accessRights	open access	es_ES