TY - JOUR
T1 - The Effects of Expectation Disconfirmations on Customer Outcomes in E-Markets
T2 - Impact of National Culture
AU - Song, Lei
AU - Weisstein, Fei L.
AU - Anderson, Rolph E.
AU - Swaminathan, Srinivasan
AU - Wu, Gavin Jiayun
AU - Feng, Shan
AU - Tan, Kang (Frank)
N1 - Publisher Copyright:
© 2016, Copyright © Taylor & Francis Group, LLC.
PY - 2016/10/1
Y1 - 2016/10/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84994618596&partnerID=8YFLogxK
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U2 - 10.1080/1046669X.2016.1224305
DO - 10.1080/1046669X.2016.1224305
M3 - Article
AN - SCOPUS:84994618596
SN - 1046-669X
VL - 23
SP - 217
EP - 229
JO - Journal of Marketing Channels
JF - Journal of Marketing Channels
IS - 4
ER -