TOWARD A BETTER UNDERSTANDING OF CUSTOMERS' REACTIONS TO ONLINE SERVICE FAILURES: A PSYCHOLOGICAL CONTRACTS PERSPECTIVE

摘要

Recently, online shopping has gained increasing popularity among customers. Customers find it more convenient to make purchases online at any time and from anywhere. However, the number of customers who complain about it is also increasing. Previous research mainly used expectation-disconfirmation approach (Anderson 1973; Mckinney, Kanghyun, and Zahedi 2002; Oliver 1980) or relationship marketing persepective (Gregoire, Tripp, and Legoux 2009; Wan, Hui, and Wyer Jr 2011) to explain the phenomenon. However, the underlying mechanism by which customers develop negative attitudes towards stores has not been fully uncovered. The present study attempts to fill the gap by examining customer reactions to online service failures from a psychological contracts perspective.