How Retailers’ Recommendation and Return Policies Alter Product Evaluations

This research investigates the interactive effects of retailers’ recommendations and return policies on consumers’ post-purchase evaluations of products which yield a mixed attribute performance. This article presents an account of the consumers’ post-purchase product evaluation process, in which counterfactual thinking plays a central role. Two studies show that consumers’ post-purchase evaluations of products, which yield a mixed attribute performance, tend to be more favorable under lenient return policies than under restricted return policies when retailers offer recommendations during the pre-purchase decision-making process, but more favorable under restricted return policies than under lenient return policies when retailers offer no recommendations.     

Status reinforcing: Unintended rating bias on online shopping platforms

Online shopping platforms have gradually begun to use hierarchical loyalty programs to distinguish customers. Previous studies have focused mainly on the effect of such programs on loyalty and repurchase behavior, and little is known about how customer statuses in hierarchical loyalty programs affect their online product evaluations. Drawing on social status and social conformity theory, this study investigates the impact of customer status on the valence of online reviews. An instrumental variable is proposed to address the endogeneity issue. The results show that a customer's need for status leads to a negative rating bias when leaving online reviews. At the same time, people encounter social pressure from crowds. The need for social conformity can alleviate such rating bias. This study contributes to the understanding of the effect of social status on post-purchase behavior and provides practical implications for both managers and platforms.     

Reaching the boiling point: Consumers' negative affective reactions to firm-attributed service failures

While anger is the dominant affective reaction following service failure, little research focused on its potentially damaging effects. Our study examines the impact of anger and related negative affective states on evaluations and behavior following firm-attributed service failure. Gender's moderating role in shaping these consequences is also studied. Scenarios involving failures in a bank and a retail store are used. Overall, angry customers are less satisfied, give lower service evaluations, have higher perceptions of injustice, and give weaker ratings of corporate image. Angry customers also less likely spread positive word of mouth and more likely complain, exhibit negative repurchase intentions, and engage in third-party action. Related negative states differentially impact cognitive evaluations and post-purchase behavior with anger (rage) being the most important predictor in a bank (retail) setting. As the intensity of the negative affective state increases, customers more likely engage in effortful consequences. Gender of the customer and the service employee play minimal roles influencing evaluative and behavioral outcomes.     

Pre- and post-purchase stage in impulse buying: The role of mood and satisfaction

The objective of this study is to investigate the influence of impulse buying tendency and pre-purchase mood on impulse buying. The study further considers the effect of impulse buying on post-purchase mood. In this context, this research examines how pre-purchase mood affects post-purchase mood, with customer satisfaction as a mediating variable. The results reveal that consumer impulse buying tendency and pre-purchase mood encourage impulse buying positively. In addition, it is found that impulse buying has no influence on post-purchase mood. Moreover, satisfaction has a partial mediator role between pre-purchase mood and post-purchase mood.     

The investigation on dimensions of e-satisfaction for online shoes retailing

Purpose—Online retailing has become a standard component in companies' multi-channel structure. This trend also involves an increasing number of experience attribute dominated products, which traditionally rely on brick-and-mortar retailers. These manufacturers have started to open their own online retail stores. This study identifies the key determinants of e-satisfaction at different stages of shoes online shopping process.Design/methodology/approach—We collect consumers' reviews about their online shopping experiences from online review websites. We use both qualitative and quantitative approaches to analyze the dataset, and investigate the complete process of consumers' e-tailing experiences.Findings—this research identifies the two key factors driving e-satisfaction of purchasing experience attribute dominated products online: product selection and customer service. In particular, our findings show that product selection is critical for e-satisfaction in the pre-purchase stage, and that customer service is more important in the post-purchase stage. Lastly, the study finds that manufacturers' websites often receive more negative reviews because of their poor service recovery strategies in the post-purchase period.Research limitations/implications—This study emphasizes the importance of adopting a dynamic approach by considering various stages of the consumer's online shopping experience. This study focuses on one specific experience good; the shoe industry.Practical implications—The results of this study are invaluable to firms interested in providing experience attribute dominated products online. Our findings indicate that product selection and especially post-purchase service are critical for a successful e-tailing.Originality/value—This paper emphasizes the importance of taking a dynamic view to investigate consumer's e-tailing experience. We adopt both qualitative and quantitative approaches in our study.     

Building Shopping Arousal through Direct Marketing in Retail Environment

This article attempts to analyze behavioral drivers which influence consumers’ leisure shopping behavior and measure customer value through empirical investigation in Mexico. The study reveals that outsourced salespeople significantly stimulate customer interest toward buying products and trigger shopping arousal. Product attractiveness and pre-purchase arousal generated by the sales promoters influences consumer buying decisions. The study reveals that pre-purchase arousal is felt by the consumers through product advertisements, inter-personal communications, and product simulations provided by the sales promoters. Consumers experience post-purchase arousal as an extended benefit associated with purchase of the product.     

Multichannel shopping: The effect of decision making style on shopper journey configuration and satisfaction

Prior research demonstrates links between the maximizing tendency in decision making and online shopping behaviour, with maximizers spending considerable time on their online shopping yet being somewhat dissatisfied with their shopping decisions. Our research extends prior knowledge to the multichannel shopping context. Multichannel shopper journeys are an important form of shopping, whereby the activities comprising a shopping event occur in more than one channel. Our quantitative study examines relationships between two dimensions of maximizing, maximization as a strategy and maximization as a goal, multichannel shopper journey configuration and subsequent affect. Maximization as a strategy directly and positively relates to the numbers of channel switches and of pauses in a shopper journey and to the use of product and retailer reviews. It is indirectly associated with increased counterfactual thinking and regret, and with decreased satisfaction. Maximization as a goal has no effect on multichannel shopper journey configuration or on affect. Our findings have managerial relevance for multichannel retailers. We demonstrate that product and retailer reviews are of particular importance to those employing maximization as a shopping strategy, as they mitigate against their increased tendency to engage in counterfactual thinking. As counterfactual thinking leads maximizers to increased regret and decreased satisfaction, multichannel retailers can improve shopper satisfaction by actively directing their customers to reviews. Shoppers using maximization as a strategy could be helped to configure their shopper journeys with fewer channel switches and fewer pauses, as these provide maximizers with opportunities to doubt their decisions.     

What drives customers’ post-purchase price search intention in the context of online price matching guarantees

Using a research model based on customer value theory, this study investigates the determinants of customer post-purchase price comparison searches in the context of online price-matching guarantees (PMG). Data collected from 222 eligible respondents are tested against the proposed research model using partial least squares structural equation modeling (PLS-SEM). The results indicate two PMG characteristics, refund length and refund scope, influence utilitarian benefit (i.e., refund depth) and hedonic benefit (i.e., playfulness). These two benefits subsequently contribute to customer perceived value, which leads to price search intentions. This study pioneers the exploration of online PMGs and the determinants of customer post-purchase price search intentions. Several important theoretical and practical implications can be drawn from the findings to guide online retailers’ PMG strategies.     

Relationship Quality and Customer Retention through Strategic Communication of Customer Skills

This article discusses the idea of a strategic communication of customer skills - a rather neglected relationship marketing strategy. This idea is based on an interpretation of the customer as the company's partner in the value production process. Customer skills are defined as the total of all product-related knowledge and skills of relevance to any aspect of the customer's post-purchase behaviour (e.g. the ability to use the full range of product features). The author assesses whether communicating customer skills strategically may lead to an increase in perceived relationship quality and customer retention as key variables in relationship marketing. Several hypotheses regarding the interrelations between an increase in customer skills and relationship quality are drawn out from a conceptualisation of both constructs. The validity of these hypotheses is then tested empirically using a structural equation modelling approach for two products, i.e. video recorders and reflex cameras. Results give strong support to the relevance of skills communication for relationship marketing success.     

Paradoxical side effects of green advertising: how purchasing green products may instigate licensing effects for consumers with a weak environmental identity

Abstract

Research into green advertising has mainly investigated how green appeals can enhance product attitudes, sales, and brand image. But what happens after people have purchased a ‘green’ product advertised in a green ad? In two experiments, we show that purchasing a green product may have paradoxical post-purchase effects, such that it may lower intentions to engage in subsequent environmentally friendly behaviour (a so-called licensing effect). Importantly, our results show that these post-purchase effects are moderated by environmental identity: only people with a weak environmental identity show these paradoxical post-purchase licensing effects, people with a strong environmental identity are more likely to continue behaving in an environmentally friendly way.     

Multiple reference effects in service evaluations: Roles of alternative attractiveness and self-image congruity

Customer satisfaction and service evaluation research has examined the reference effect but largely adopted an expectancy-disconfirmation paradigm that focuses on referents centered on the product or service in question. This study examines two additional reference effects, alternative attractiveness and self-image congruity, and their interaction. The framework of multiple reference effects in service evaluations integrates insights from regret theory, the investment model of interpersonal relationships, and self-image congruity theory. An empirical study of a hairstyling service confirms that comparisons involving other-object and self-based reference points contribute significantly to consumer service evaluations. Self-image congruity has the most significant impact on both customer satisfaction and commitment judgments. In general, the negative effect of alternative attractiveness on both customer satisfaction and commitment becomes weaker as the level of self-image congruity increases; as long as consumers find a good fit between their self-image and the service image, they are less likely to consider alternative services. However, for consumers with high self-image congruity with the focal service, the presence of an attractive alternative may induce them to exhibit an enhancement bias or “play up” effect (i.e., report higher satisfaction with the focal service).     

Customer Satisfaction,Service Quality and Perceived Value: An Integrative Model

The present study examines the relationships among customer satisfaction, service quality and perceived value. These variables are increasingly recognised as being sources of competitive advantage. However, little empirical research has been conducted to examine these variables simultaneously and their relationships with post-purchase behaviour. The present study was therefore designed to develop an understanding of the relationships among these variables and their influence on postpurchase behaviour. An integrative model was developed and tested using data collected from customers in the restaurant industry. The results reveal that customer satisfaction and perceived value significantly influence post-purchase behaviour. Implications of the findings and areas for future research are discussed.     

顾客购后行为与顾客满意的关系及顾客满意度评价

顾客购后行为是顾客购买决策过程中的重要环节,也是顾客满意的输出变量。以情感理论为依据,分析研究了顾客购后行为与顾客满意的关系,并针对顾客满意评价中存在的问题,从逆向角度提出以顾客购后行为评价顾客满意度的思路     

The effect of negative online customer reviews on brand equity and purchase intention of consumer electronics in South Africa

This study investigated the effect that negative online customer reviews have on brand equity and purchase intention. This research examined the influence of negative electronic word of mouth (eWOM) on brand equity, as influenced by customer review quality, product involvement and source credibility. A 3 (high quality review versus low quality review versus no review) × 2 (high product involvement versus low product involvement) factorial experiment with 236 respondents was conducted. The results revealed that the presence of negative eWOM has a significant detrimental effect on brand equity and purchase intention. Furthermore, the effect of negative online customer reviews is more detrimental to the brand equity of a high involvement product than a low involvement product. The results also revealed that high quality reviews are more influential than low quality reviews with respect to brand equity, and the difference between the levels of eWOM source credibility has no significant effect on brand equity.     

Actual consumers' response to purchase refurbished smartphones: Exploring perceived value from product reviews in online retailing

Refurbishing is an industrial process whereby used products are returned to good working condition to extend lifespan. As smartphones are short life cycle products replaced at an increasing rate, refurbishing is one of the end-of-life strategies to recover value from used smartphones. Chief among the factors given for refurbishing success is consumers' perception of the aspects of the purchase toward these products. This research investigates the significant factors in consumer perceived value about purchasing refurbished smartphones. Online product reviews are recognized as a promising data source to evaluate consumers' post-purchase behaviour in the actual market. Accordingly, a customer satisfaction model of online refurbished smartphone reviews from e-commerce websites is presented to explore customer satisfaction dimensions (CSDs) toward refurbished smartphones. The results indicate that product characteristics, including function, which is related to satisfactory working, appearance, which is the same as no scratches on body and screen, and battery health, are the most worrying feature of refurbished smartphones that consumers have mentioned. Besides, we find that the similarity of these products to brand new ones and their lower prices are the main reason and motivation for purchasing. The results also show that the perceived value of refurbished smartphones is found as a two-dimensional structure based on perceived incentive and quality and perceived benefit and risk. Eventually, some solutions propose to improve customer perceptions and reduce the misconception of refurbishment concept, which can be used by refurbishers and marketing managers for proper product development and marketing strategies.     

Impact of product-specific variables on consumers' post-consumption behaviour for apparel products: USA

Abstract Companies spend valuable resources developing and distributing products to please the consumer; however, products that do not match consumer performance expectations during post-purchase use often result in consumer dissatisfaction. This situation can lead to redress-seeking behaviour and negative repurchase behaviour. Understanding factors influencing consumers' post-purchase behaviour can provide retailers with information to make accurate purchasing decisions and improve interpretation of the post-return data. This study examines product-specific variables for apparel purchases and their relationship with post-consumption behaviour. Product cost and product type were found to be related to redress and repurchase behaviour among dissatisfied consumers. Implications for apparel retailers and consumer educators are discussed.     

Consumer evaluations of brand extension: The roles of case‐based reminding on brand‐to‐brand similarity

Utilizing the case‐based reminding theory in analogical reasoning, this research proposes that the evaluation of a brand extension can be improved by reminding consumers of a similar brand in the extension category. This effect is derived from a brand‐to‐brand similarity, in addition to the product‐to‐product and brand‐to‐product similarity identified in prior literature. Experiment 1 explores the idea that the effect of similar case reminders is most pronounced in moderately similar extensions than in highly similar or highly dissimilar extensions due to schema congruity. Experiments 2 and 3 distinguish the levels of similarity (i.e., product‐to‐product, brand‐to‐product, and brand‐to‐brand similarity) as a source of consumers' evaluations on a brand extension and further eliminate an alternative explanation of instantaneous learning in the advertisement setup of Experiment 1. © 2010 Wiley Periodicals, Inc.     

Customer Satisfaction and Elapsed Time since Purchase as Drivers of Price Knowledge

This study investigates the influence of customer satisfaction and elapsed time since purchase on customers’ explicit and implicit knowledge of price. The results of two large, independent surveys of customers who purchased a consumer durable good indicate that customer satisfaction and elapsed time have different effects on explicit versus implicit price knowledge. Customer satisfaction has a negative impact on explicit price knowledge, but no substantial effect on implicit price knowledge. The length of time between purchase and retrieval of the price information has a negative impact on explicit price knowledge but no substantial effect on implicit price knowledge. Finally, customer satisfaction has a moderating role, in that the higher the customer satisfaction level, the stronger the negative impact of elapsed time on explicit price knowledge.     

A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing

In light of the complex customer behaviour and customer journeys in omnichannel retailing, this study aims to investigate customer co-creation behaviour, customer response and customer experiential values as critical aspects of the customer journey, and examine their impact on the level of customer journey satisfaction. The results confirmed the significance of all factors, except information seeking and arousal, in all phases and exploration in the post-purchase phase, on customer journey satisfaction. For a further examination, this study classified the participants into three different segments according to their journey pattern and scrutinised whether the impact of the three predictors of customer journey satisfaction varied across customer segments. The analysis showed that customer segments were fragmented. The impact of customer co-creation behaviour, customer response and customer experiential values on customer journey satisfaction varied across the three customer segments. A heatmap highlighted the most influential factors of each customer segment. The study yielded several theoretical contributions and insights into omnichannel customers for managers.     

Parent-protecting advertising in product line extensions: Role of communication strategy,message type and extension type

Product line extension, the introduction of new products under the same brand name in a given product category, is a growing practice of product innovation in many industries. However, when companies launch line extensions, information of the new products positively or negatively affects consumer evaluations of the parent products in the same line, generating the so-called spillover effects. Through two experimental studies, the current research explores how marketers can employ appropriate communication strategies and message types in advertising to induce favourable spillovers or to avoid negative spillovers in product line extensions. Experiment 1 investigates the interaction between communication strategy and line extension type. Results reveal that for vertical high-end extensions and for horizontal line extensions, ads using relational strategy that focuses on the relatedness between products in the line increase consumer valuation of the parent product; for vertical low-end extensions, ads with elaboration strategy that stresses the uniqueness of the extensions avoid negative spillovers on parents. Experiment 2 further examines how message type moderates the spillover effects in elaboration ads. Results show that, compared with numerical messages, literal messages engender smaller valuation decreases on the parents and consequently alleviate undesirable spillover effects for most types of product line extensions.