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Customer expectations in online auction environments: An exploratory study of customer feedback and risk
Author(s) -
Finch Byron J.
Publication year - 2007
Publication title -
journal of operations management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 3.649
H-Index - 191
eISSN - 1873-1317
pISSN - 0272-6963
DOI - 10.1016/j.jom.2006.10.007
Subject(s) - business , product (mathematics) , marketing , exploratory research , quality (philosophy) , service (business) , service quality , customer retention , customer to customer , advertising , philosophy , geometry , mathematics , epistemology , sociology , anthropology
The importance of understanding the needs of the customer is a widely‐accepted pre‐requisite to providing quality products and services. For product purchases through traditional channels, customers are known to have expectations for the product they are buying as well as for the services associated with its purchase. Online transactions, in which the buyer has no prior knowledge of the seller, are becoming increasingly common and are fraught with risks not present in traditional channels. Feedback about sellers in these risky markets contains a mix of product‐related and service‐related comments. This exploratory study identifies preliminary relationships between customers’ emphases on product or service dimensions of quality in their feedback and the risks to which the customer is exposed.