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Perceptions of justice after recovery efforts in internet purchasing : the impact on consumer trust and loyalty toward retailing sites and online shopping in general

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Perceptions of justice after recovery efforts in internet purchasing : the impact on consumer trust and loyalty toward retailing sites and online shopping in general

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Título Perceptions of justice after recovery efforts in internet purchasing : the impact on consumer trust and loyalty toward retailing sites and online shopping in general
Autor Santos, Cristiane Pizzutti dos
Fernandes, Daniel Von der Heyde
Abstract The main goal of this paper is to extend the traditional theoretical model of service recovery to the online purchasing environment by investigating the impact of perceptions of justice after recovery efforts toward unsatisfactory Internet purchasing on customer trust and loyalty. The authors develop a theoretical model focusing on interrelationships among complaint handling evaluations, quality of prior experience, familiarity, trust, perceived value and loyalty. To test this model, 3,339 customers from all over Brazil who had been engaged in complaint processes about online purchases within the past 6 months answered an online questionnaire. Findings indicate that interpersonal treatment by the e-retailer improves consumer perceptions of the online recovery process. Consumer trust in the firm's website is strongly influenced by satisfaction with complaint handling, familiarity and the quality of prior experiences with the website, while consumer trust in Internet shopping is mainly affected by familiarity and the quality of prior experiences with Internet purchasing. These two dimensions of trust are distinct and represent discrete facets, as they do not impact each other. Moreover, repurchase intentions and word-of-mouth communication are influenced by consumer trust.
Contido em BAR. Brazilian Administration Review. Curitiba, PR. Vol. 8, n. 3 (July/Sept. 2011), p. 225-246
Assunto Comércio eletrônico
Comportamento do consumidor
Fidelização
Internet
Marketing de relacionamento
[en] Consumer trust
[en] Internet purchasing
[en] Loyalty
[en] Recovery efforts
Origem Nacional
Tipo Artigo de periódico
URI http://hdl.handle.net/10183/108629
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