Multi-Channel Retailing and Customer Satisfaction

Multi-Channel Retailing and Customer Satisfaction

Patricia T. Warrington (Texas Christian University, USA), Adam Hagen (Purdue University, USA) and Richard Feinberg (Purdue University, USA)
Copyright: © 2009 |Pages: 13
DOI: 10.4018/978-1-59904-978-6.ch011


Customer satisfaction/dissatisfaction can occur at/after the store, on the telephone, on the internet, after a catalog purchase. Customer satisfaction leads to repurchase/loyalty. Customer dissatisfaction leads to lower repurchase/loyalty. However, no research has looked at how satisfaction/dissatisfaction (S/D) in one channel affects the repurchase/loyalty in the same or different channels and the same/different stores. While S/D will increase/decrease the S/D in the same channel it does not always affect S/D in other channels the same way. In addition, S/D in a channel in one retailer may affect S/D in that same channel but in a different retailer.

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