Marketing Commons^™

Psychological Contract Breach And Customer Satisfaction: A Study Of Online Shopping, Hua Chang, Lingling Zhang

Association of Marketing Theory and Practice Proceedings 2018

Online shopping is becoming increasingly popular among customers in recent years. It offers customers numerous advantages and benefits, such as convenience in terms of time and place, better prices, and a variety of options. However, the number of customers who complain about online shopping is also increasing. Therefore, it is important for online retailers to better understand how customers respond to failures in customers’ online shopping.

Prior research on service failures and customer complaints has largely used expectation-dissatisfaction model to explain the phenomenon (e.g., McCollough, Berry, and Yadav 2000) and suggests approaches to address customer complaints (e.g., Hess, Ganesan, and …