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Article
Publication date: 11 January 2021

Shian-Yang Tzeng, Myriam Ertz, Myung-Soo Jo and Emine Sarigöllü

Singles' Day (SD) in China is the world's biggest online shopping event while consumer dissatisfaction is also on the rise. Both theory and practice need sharper insights…

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Abstract

Purpose

Singles' Day (SD) in China is the world's biggest online shopping event while consumer dissatisfaction is also on the rise. Both theory and practice need sharper insights to foster consumer satisfaction, but such knowledge remains sparse in the literature. The current study addresses this void by assessing the effects of online and offline retail service features on consumer satisfaction with SD.

Design/methodology/approach

A two-phase survey was implemented before and after the SD online shopping holiday, with 594 participants in China. Respondents were randomly selected from unique proprietary databases of merchants in the top-five online product categories in China.

Findings

The findings show that information quality, product quality and savings improve, but product return worsens, customer satisfaction with the online shopping holiday. However, good after-sale service can ease the product return process thereby boosting customer satisfaction.

Originality/value

This paper addresses a research void by studying effectiveness of retail service features on consumer satisfaction with online shopping festivals.

Details

Marketing Intelligence & Planning, vol. 39 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 19 June 2019

Shian-Yang Tzeng and Jerry Yuwen Shiu

The purpose of this paper is to investigate post-purchase regret and its relationships with complaint and risk aversion in a four-dimensional framework.

Abstract

Purpose

The purpose of this paper is to investigate post-purchase regret and its relationships with complaint and risk aversion in a four-dimensional framework.

Design/methodology/approach

Using 548 effective samples, this study employed structural equation modeling to test proposed hypotheses.

Findings

Based on levels of perceived self-responsibility, post-purchase regret due to forgone alternatives, under consideration and over consideration was positively associated with customer complaining, whereas post-purchase regret due to significance change exhibited no such correlation. Moreover, a higher level of risk aversion increased the effect of utilitarian motivation on post-purchase regret due to over consideration but decreased this effect on post-purchase regret due to under consideration.

Research limitations/implications

First, regret can positively influence consumer complaints. Next, consumers are unlikely to complain to third parties unless they experience strong action regret. Finally, risk aversion can alleviate or reinforce the effect of utilitarian motivation on regret. Future research could examine the customer group who feel less or no regret of their purchases to contribute to regret theory.

Practical implications

To reduce regret among such consumers, marketers are advised to apply precision marketing techniques to reach their target consumers. Second, to forestall customer regret due to forgone alternatives, sellers should proactively provide target buyers with information regarding their products and those of competing brands. Third, another method of minimizing regret is to ensure that consumers’ risk-aversion activities are effective.

Originality/value

This study empirically demonstrated a multidimensional scale of regret to illuminate the multicausal role of regret in relation to consumers’ complaining and risk-aversion behaviors.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

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