The Effects of Expectation Disconfirmations on Customer Outcomes in E-Markets: Impact of National Culture

Autor:	Lei Song, Shan Feng, Srinivasan Swaminathan, Rolph E. Anderson, Gavin Wu, Kang (Frank) Tan, Fei L. Weisstein
Rok vydání:	2016
Předmět:	Marketing business.industry media_common.quotation_subject 05 social sciences National culture Advertising E-commerce Multinational corporation 0502 economics and business 050211 marketing Quality (business) business China 050203 business & management media_common
Zdroj:	Journal of Marketing Channels. 23:217-229
ISSN:	1540-7039 1046-669X
Popis:	Prior research has shown that after receiving online services of varying quality, customer expectations are either positively disconfirmed (i.e., services exceed customer expectations) or negatively disconfirmed (i.e., services fall short of customer expectations). The present research examines expectation disconfirmation across national cultures and its subsequent impacts on e-word-of-mouth, e-satisfaction, and e-loyalty. The results show that Chinese customers are more tolerant of e-services that result in negative disconfirmations, although online shoppers from the United States are more likely to be loyal or generate positive e-word-of-mouth when experiencing positive disconfirmations. Suggestions for adjusting multinational e-tailers’ strategies to better serve customers across national cultures are discussed.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::3eba34138fdacb3ed089e80af69d152b https://doi.org/10.1080/1046669x.2016.1224305 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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