The effect of pre- and post-service performance on consumer evaluation of online retailers

The relationship between e-CRM and customer loyalty: a Kenyan Commercial Bank case study

“…Marketing tools such as emails, site personalization, loyalty schemes, price information, and reward schemes strengthen the relationship between a company and a customer (Yoon, Choi and Sohn, 2008). Online surveys assist in attitude judgment and possible evaluation of customer behavior significant for website customization (Park, Cho and Rao, 2012), as such, the organization is obliged to provide information pertaining purchase conditions. Post-service e-CRM features comprises frequently asked questions (FAQs), problem solving and online feedback (Khalifa and Shen, 2009), which essentially entails customer service.…”

“…Since customer satisfaction is a postpurchase experience (Assouad and Overby, 2016), the aforementioned features are critical for increasing the customers' post-purchase satisfaction via one-to-one communication and support from the company's website. Therefore, e-service quality will be assessed based on the competence and enthusiasm of service providers to respond to the customer's problems after the purchase and, their willingness to inform customers about their special offers and complementary services or products (Park et al, 2012). Good e-service quality at the post e-CRM stage is believed to increase online customer's eloyalty (Alim and Ozuem, 2014; Koçoglu and Kirmaci, 2012; Lam et al, 2013).…”

The Dynamics of Pre‐ and Post‐purchase Service and Consumer Evaluation of Online Retailers: A Comparative Analysis of Dissonance and Disconfirmation Models*

“…In conducting this study, we strive to extend the initial findings of Park et al. () study in a way that complements their limitations, thereby providing solid evidence of dissonance and its role on consumer satisfaction in online shopping.…”

“…The experience–dissonance process that we explore in this article can be an important proxy of expectation–confirmation for building consumer satisfaction with an online vendor (Park et al., ) because consumers are exposed to different levels of service attributes provided by a vendor's Web sites at different points in time (i.e., pre‐purchase and post‐purchase). As a result, it is plausible that when consumers experience different service quality from a Web site at two different points in time, it can lead to their experiencing dissonant attitudes toward the retailer (Park et al., , p. 415–426). For example, before purchasing a specific product at a Web site that he or she favors, a consumer could experience satisfactory service in terms of the search function, personalized product information, and product display on the Web site.…”

“…This aspect is integral to consumer satisfaction, in that even after the purchase of products/services, consumers still have expectations about vendors' service that need to be fulfilled and evaluated at the time of post-purchase. In reflecting on such a notion, Park et al (2012) demonstrated that consumer satisfaction in online shopping contexts may be affected by dissonance that is created by a discrepancy between the consumer's perceptions of pre-service performance (pre-SP) and postservice performance (post-SP) across two different stages of service encounters. However, a solid theoretical foundation of the dissonance concept and its explanatory power related to a similar concept in offline shopping have largely gone unexplored.…”