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How Are Negative Customer Experiences Formed? A Qualitative Study of Customers’ Online Shopping Journeys

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Business Information Systems Workshops (BIS 2019)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 373))

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Abstract

This study investigates how negative customer experiences are formed during customers’ online shopping journeys. A qualitative, in-depth dataset collected from 34 participants was employed to identify negatively perceived touchpoints that contribute to the customer experience in a negative way. The findings reveal that negative touchpoints are experienced during customers’ entire journeys, particularly after a purchase is completed. We identified 152 negative touchpoints from the data, of which 53 were experienced during search and consideration, 35 when finalizing a purchase, 33 during delivery, and 31 during after-sales interactions with the company. Within these four main categories, 20 subthemes describing the touchpoints and formation of customers’ negative experiences were identified therein. The findings highlight the importance of understanding the holistic customer experience formation, including the before- and after-purchase phases of the online shopping journey. In practice, the findings can be utilized in online service design and improvement.

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Author information

Authors and Affiliations

  1. Faculty of Information Technology and School of Business and Economics, University of Jyvaskyla, Jyväskylä, Finland

    Tiina Kemppainen

  2. Faculty of Information Technology, University of Jyvaskyla, Jyväskylä, Finland

    Lauri Frank

Authors
  1. Tiina Kemppainen
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  2. Lauri Frank
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Corresponding author

Correspondence to Tiina Kemppainen .

Editor information

Editors and Affiliations

  1. Poznań University of Economics and Business, Poznan, Poland

    Witold Abramowicz

  2. University of Seville, Seville, Spain

    Rafael Corchuelo

Appendices

Appendix 1. The Descriptive Statistics of the Respondents (N = 34)

Table 1
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Appendix 2. Negative Touchpoints During Customers’ Online Shopping Journeys

figure a

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Kemppainen, T., Frank, L. (2019). How Are Negative Customer Experiences Formed? A Qualitative Study of Customers’ Online Shopping Journeys. In: Abramowicz, W., Corchuelo, R. (eds) Business Information Systems Workshops. BIS 2019. Lecture Notes in Business Information Processing, vol 373. Springer, Cham. https://doi.org/10.1007/978-3-030-36691-9_28

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  • DOI: https://doi.org/10.1007/978-3-030-36691-9_28

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-36690-2

  • Online ISBN: 978-3-030-36691-9

  • eBook Packages: Computer ScienceComputer Science (R0)

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