A4 Article in conference proceedings
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 authors or editors
Publication details
All authors or editors: Kemppainen, Tiina; Frank, Lauri
Parent publication: BIS 2019 : Business Information Systems Workshops, Revised Papers
Parent publication editors: Abramowicz, Witold; Corchuelo, Rafael
Place and date of conference: Seville, Spain, 26.-28.6.2019
ISBN: 978-3-030-36690-2
eISBN: 978-3-030-36691-9
Journal or series: Lecture Notes in Business Information Processing
ISSN: 1865-1348
eISSN: 1865-1356
Publication year: 2019
Number in series: 373
Pages range: 325-338
Number of pages in the book: 698
Publisher: Springer
Place of Publication: Cham
Publication country: Switzerland
Publication language: English
DOI: https://doi.org/10.1007/978-3-030-36691-9_28
Publication open access: Not open
Publication channel open access:
Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/67262
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.
Keywords: customer experience; shopping; electronic commerce; service design
Free keywords: negative customer experience; customer journey; touchpoints; online shopping; e-commerce; service design
Contributing organizations
Ministry reporting: Yes
Reporting Year: 2019
JUFO rating: 1