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experience of a service or produce failure in online
shopping. Therefore, online stores should carefully
take account of consumers’ complaints as their
major concern for maintaining long-term
relationship. The primary work, in general, focuses
on improving the communication channel between
online stores and consumers.
Specifically, justice was found to be the
important drivers in determining complaint
intentions. This implies a consideration from
marketing aspect to effectively improve the
communication channel. The marketing activities
which are related to the products and treatments
offered by online stores play a critical role in
determining consumer’s justice perception.
Customer relationship management (CRM) intends
to deeply understand customer requirements in an
individual basis and to eventually build long-term
relationship. CRM would be an important
mechanism to effectively communicate with
consumers for maintaining the quality of products
and treatments.
Next, ECM-based features are the necessary for
customers to impact complaint intentions. This
indicates an understanding of technological aspect
for improving the communication channel. Online
stores need to improve both front-end and back-end
mechanisms at the same time. In the front-end part,
online stores should develop high accessible and
speedy hardware, user-friendly system interface,
effective searching engines, and ease-operating
system navigation. In the back-end part, online
stores can analyze useful customized information to
fulfill consumer requirements and allow consumers
to manage their orders, payments, and deliveries in a
more efficient way.
Finally, while trust belief is also important in
predicting consumer complaints, this implies that a
psychological state aspect needs to be built for
enhancing consumer’s confidence before their
willingness to accept the communication channel.
The effort from online stores may focus on two
possible ways. The first is to send a
signal/advertising message in both physical and
virtual manners for promoting consumer’s
recognition of sellers. The second is often to conduct
a survey research for understanding the real
requirements of consumers in order to reduce the
gap between sellers and buyers.
Some theoretical implications are also noted
from the findings. First, to the best of our
knowledge, there are few studies about complaint
intentions in the online shopping context. It is
important to explore complaint behaviors in order to
understand and recover service failure in online
shopping while this shopping has increasingly
become very important in our life. Second, while
justice perception has been applied mostly in the
physical context, few studies have been found in the
online context. We think that it is important to
consider the role of justice perception in the
complaint behaviors of online shopping.
Finally, although this research has produced
some interesting results, a number of limitations
may be inherent in it. First, a limitation may be the
sampling method employed in this study while this
is an online questionnaire survey. However, we have
tried our best to place the questionnaire
simultaneously on several larger online communities
for covering a larger/wider variety of data sources
for being more representative in the study sample.
Second, this study showed that approximately 65%
and 35% of the respondents are female and male
respectively. The result may not reflect properly the
regular population distribution of gender and cause a
potential bias against the current findings. However,
in fact, women are more likely to do online shopping
than man and this would, in essence, reflect the
actual situation.
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