Skip to main content
SpringerLink
Log in

How Are Negative Customer Experiences Formed? A Qualitative Study of Customers’ Online Shopping Journeys

  • Conference paper
  • First Online:
Business Information Systems Workshops (BIS 2019)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 373))

Included in the following conference series:

Abstract

This study investigates how negative customer experiences are formed during customers’ online shopping journeys. A qualitative, in-depth dataset collected from 34 participants was employed to identify negatively perceived touchpoints that contribute to the customer experience in a negative way. The findings reveal that negative touchpoints are experienced during customers’ entire journeys, particularly after a purchase is completed. We identified 152 negative touchpoints from the data, of which 53 were experienced during search and consideration, 35 when finalizing a purchase, 33 during delivery, and 31 during after-sales interactions with the company. Within these four main categories, 20 subthemes describing the touchpoints and formation of customers’ negative experiences were identified therein. The findings highlight the importance of understanding the holistic customer experience formation, including the before- and after-purchase phases of the online shopping journey. In practice, the findings can be utilized in online service design and improvement.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 79.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 99.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Lemon, K.N., Verhoef, P.C.: Understanding customer experience throughout the customer journey. J. Mark. 80(6), 69–96 (2016)

    Article  Google Scholar 

  2. Kawaf, F., Tagg, S.: The construction of online shopping experience: a repertory grid approach. Comput. Hum. Behav. 72, 222–232 (2017)

    Article  Google Scholar 

  3. McLean, G., Wilson, A.: Evolving the online customer experience… is there a role for online customer support? Comput. Hum. Behav. 60, 602–610 (2016)

    Article  Google Scholar 

  4. Heinonen, K., Strandvik, T.: Reflections on customers’ primary role in markets. Eur. Manag. J. 36(1), 1–11 (2018)

    Article  Google Scholar 

  5. McColl-Kennedy, J.R., Zaki, M., Lemon, K.N., Urmetzer, F., Neely, A.: Gaining customer experience insights that matter. J. Serv. Res. 22(1), 8–26 (2019)

    Article  Google Scholar 

  6. Kettunen, E., Kemppainen, T., Lievonen, M., Makkonen, M., Frank, L., Kari, T.: Ideal types of online shoppers: a qualitative analysis of online shopping behavior. In: MCIS Proceedings (2018)

    Google Scholar 

  7. Hasan, B.: Perceived irritation in online shopping: the impact of website design characteristics. Comput. Hum. Behav. 54, 224–230 (2016)

    Article  Google Scholar 

  8. Svari, S., Slåtten, T., Svensson, G., Edvardsson, B.: A SOS construct of negative emotions in customers’ service experience (CSE) and service recovery by firms (SRF). J. Serv. Mark. 25(5), 323–335 (2011)

    Article  Google Scholar 

  9. Roos, I., Friman, M., Edvardsson, B.: Emotions and stability in telecom-customer relationships. J. Serv. Manag. 20(2), 192–208 (2009)

    Article  Google Scholar 

  10. Stephens, N., Gwinner, K.P.: Why don’t some people complain? A cognitive-emotive process model of consumer complaint behavior. J. Acad. Mark. Sci. 26(3), 172–189 (1998)

    Article  Google Scholar 

  11. Grewal, D., Levy, M., Kumar, V.: Customer experience management in retailing: an organizing framework. J. Retail. 85(1), 1–14 (2009)

    Article  Google Scholar 

  12. Davidow, M.: Organizational responses to customer complaints: what works and what doesn’t. J. Serv. Res. 5(3), 225–250 (2003)

    Article  Google Scholar 

  13. Bilgihan, A., Kandampully, J., Zhang, T.: Towards a unified customer experience in online shopping environments: antecedents and outcomes. Int. J. Qual. Serv. Sci. 8(1), 102–119 (2016)

    Google Scholar 

  14. Hassenzahl, M., Tractinsky, N.: User experience-a research agenda. Behav. Inf. Technol. 25(2), 91–97 (2006)

    Article  Google Scholar 

  15. Nielsen, J.: Designing Web Usability: The Practice of Simplicity. New Riders Publishing, Indianapolis (1999)

    Google Scholar 

  16. Helkkula, A.: Characterising the concept of service experience. J. Serv. Manag. 22(3), 367–389 (2011)

    Article  Google Scholar 

  17. Cho, N., Park, S.: Development of electronic commerce user-consumer satisfaction index (ECUSI) for internet shopping. Industrial Management & Data Systems 101(8), 400–406 (2001)

    Article  Google Scholar 

  18. Novak, T.P., Hoffman, D.L., Yung, Y.: Measuring the customer experience in online environments: a structural modeling approach. Mark. Sci. 19(1), 22–42 (2000)

    Article  Google Scholar 

  19. Constantinides, E.: Influencing the online consumer’s behavior: the web experience. Internet Res. 14(2), 111–126 (2004)

    Article  Google Scholar 

  20. McLean, G., Osei-Frimpong, K.: Examining satisfaction with the experience during a live chat service encounter-implications for website providers. Comput. Hum. Behav. 76, 494–508 (2017)

    Article  Google Scholar 

  21. Trischler, J., Zehrer, A., Westman, J.: A designerly way of analyzing the customer experience. J. Serv. Mark. 32(7), 805–819 (2018)

    Article  Google Scholar 

  22. Baxendale, S., Macdonald, E.K., Wilson, H.N.: The impact of different touchpoints on brand consideration. J. Retail. 91(2), 235–253 (2015)

    Article  Google Scholar 

  23. Tynan, C., McKechnie, S.: Experience marketing: a review and reassessment. J. Mark. Manag. 25(5–6), 501–517 (2009)

    Article  Google Scholar 

  24. Ordenes, F.V., Theodoulidis, B., Burton, J., Gruber, T., Zaki, M.: Analyzing customer experience feedback using text mining: a linguistics-based approach. J. Serv. Res. 17(3), 278–295 (2014)

    Article  Google Scholar 

  25. Rose, S., Clark, M., Samouel, P., Hair, N.: Online customer experience in e-retailing: an empirical model of antecedents and outcomes. J. Retail. 88(2), 308 (2012)

    Article  Google Scholar 

  26. Izogo, E.E., Jayawardhena, C.: Online shopping experience in an emerging e-retailing market: towards a conceptual model. J. Consum. Behav. 17(4), 379–392 (2018)

    Article  Google Scholar 

  27. Bougie, R., Pieters, R., Zeelenberg, M.: Angry customers don’t come back, they get back: the experience and behavioral implications of anger and dissatisfaction in services. J. Acad. Mark. Sci. 31(4), 377–393 (2003)

    Article  Google Scholar 

  28. Jiang, L., Yang, Z., Jun, M.: Measuring consumer perceptions of online shopping convenience. J. Serv. Manag. 24(2), 191–214 (2013)

    Article  Google Scholar 

  29. McKinnon, A.C., Tallam, D.: Unattended delivery to the home: an assessment of the security implications. Int. J. Retail Distrib. Manag. 31(1), 30–41 (2003)

    Article  Google Scholar 

  30. Liao, T., Keng, C.: Online shopping delivery delay: finding a psychological recovery strategy by online consumer experiences. Comput. Hum. Behav. 29(4), 1849–1861 (2013)

    Article  Google Scholar 

  31. Teixeira, J., Patrício, L., Nunes, N.J., Nóbrega, L., Fisk, R.P., Constantine, L.: Customer experience modeling: from customer experience to service design. J. Serv. Manag. 23(3), 362–376 (2012)

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Faculty of Information Technology and School of Business and Economics, University of Jyvaskyla, Jyväskylä, Finland

    Tiina Kemppainen

  2. Faculty of Information Technology, University of Jyvaskyla, Jyväskylä, Finland

    Lauri Frank

Authors
  1. Tiina Kemppainen
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Lauri Frank
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Tiina Kemppainen .

Editor information

Editors and Affiliations

  1. Poznań University of Economics and Business, Poznan, Poland

    Witold Abramowicz

  2. University of Seville, Seville, Spain

    Rafael Corchuelo

Appendices

Appendix 1. The Descriptive Statistics of the Respondents (N = 34)

Table 1
Full size table

Appendix 2. Negative Touchpoints During Customers’ Online Shopping Journeys

figure a

Rights and permissions

Reprints and permissions

Copyright information

© 2019 Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Kemppainen, T., Frank, L. (2019). How Are Negative Customer Experiences Formed? A Qualitative Study of Customers’ Online Shopping Journeys. In: Abramowicz, W., Corchuelo, R. (eds) Business Information Systems Workshops. BIS 2019. Lecture Notes in Business Information Processing, vol 373. Springer, Cham. https://doi.org/10.1007/978-3-030-36691-9_28

Download citation

  • DOI: https://doi.org/10.1007/978-3-030-36691-9_28

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-36690-2

  • Online ISBN: 978-3-030-36691-9

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation