1Research Scholar, Himachal Pradesh University Business School, Himachal Pradesh University, Shimla-171005, HP, India
2Professor, Himachal Pradesh University Business School, Himachal Pradesh University, Shimla-171005, HP, India
*Corresponding author email id: vsandhu86@gmail.com
Online Published on 31 October, 2022.
The present study explores customer complaining behavior in an online context. The precise area of the study is to identify the actions taken by customers in complaining behavior and gratifications sought by customers from complaining with regard to online shopping sites.
A self administered questionnaire was distributed and data were collected from 300 customers who experienced any dissatisfaction with online shopping sites (within the past 12 months) through snowball sampling.
The research findings suggest most customers are likely to take public and private actions. Using the Chi- square method, the study concluded that there is a significant difference in the proportion of gratifications sought by the customers from complaining. The first and most important action expected from online shopping sites by respondents was Refund/replace/return/repair the unsatisfactory product immediately, second major expectation was return/replacement policy should be simplified, easy to handle and fast. Ensuring no one else faces similar problems is the third most preferred expectation, Ensure right/same product is delivered is the fourth main expectation behind complaining, Improvement in technology/service/policy/procedure is the fifth expectation behind complaining. Theoretical and managerial implications of results of the study are discussed in detail.
This paper offers insight for online shopping sites into customer gratifications sought from online shopping sites while complaining.
Dissatisfaction, Complaint, Private complaints, Public complaints, Online shopping
