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


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

Last updated on 2023-30-08 at 09:26