A4 Artikkeli konferenssijulkaisussa
How Are Negative Customer Experiences Formed? A Qualitative Study of Customers’ Online Shopping Journeys (2019)
Kemppainen, T., & Frank, L. (2019). How Are Negative Customer Experiences Formed? A Qualitative Study of Customers’ Online Shopping Journeys. In W. Abramowicz, & R. Corchuelo (Eds.), BIS 2019 : Business Information Systems Workshops, Revised Papers (pp. 325-338). Springer. Lecture Notes in Business Information Processing, 373. https://doi.org/10.1007/978-3-030-36691-9_28
JYU-tekijät tai -toimittajat
Julkaisun tiedot
Julkaisun kaikki tekijät tai toimittajat: Kemppainen, Tiina; Frank, Lauri
Emojulkaisu: BIS 2019 : Business Information Systems Workshops, Revised Papers
Emojulkaisun toimittajat: Abramowicz, Witold; Corchuelo, Rafael
Konferenssin paikka ja aika: Seville, Spain, 26.-28.6.2019
ISBN: 978-3-030-36690-2
eISBN: 978-3-030-36691-9
Lehti tai sarja: Lecture Notes in Business Information Processing
ISSN: 1865-1348
eISSN: 1865-1356
Julkaisuvuosi: 2019
Sarjan numero: 373
Artikkelin sivunumerot: 325-338
Kirjan kokonaissivumäärä: 698
Kustantaja: Springer
Kustannuspaikka: Cham
Julkaisumaa: Sveitsi
Julkaisun kieli: englanti
DOI: https://doi.org/10.1007/978-3-030-36691-9_28
Julkaisun avoin saatavuus: Ei avoin
Julkaisukanavan avoin saatavuus:
Julkaisu on rinnakkaistallennettu (JYX): https://jyx.jyu.fi/handle/123456789/67262
Tiivistelmä
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.
YSO-asiasanat: asiakaskokemus; shoppailu; verkkokauppa; palvelumuotoilu
Vapaat asiasanat: negative customer experience; customer journey; touchpoints; online shopping; e-commerce; service design
Liittyvät organisaatiot
OKM-raportointi: Kyllä
Raportointivuosi: 2019
JUFO-taso: 1