Modelling e-commerce customer reactions. Exploring online shopping carnivals in China

This research investigates customer reactions by exploring satisfaction(SAT), complaints(CC) and loyalty(CL) in an online shopping carnival(OSC) context in China. Expanding the American Customer Satisfaction Index(ACSI) model by including e-commerce corporate image(ECCI) next to customer expectations(CE), perceived quality(PQ), perceived value(PV), SAT was determined, while CC and CL were estimated based on SAT. For estimating CL, ECCI was added. 300 valid questionnaires were collected from Chinese shoppers with OSC experience. The research hypotheses were tested through Confirmatory Factor Analysis and Structural Equation Modelling. The results prompt five key paths influencing SAT and CL. No significant impact on and of CC was identified. ECCI significantly impacted on CC, SAT and CL. This study provides in the context of OSCs a new research perspective of customer reactions, centred on satisfaction, emphasising the role of image on expectations, satisfaction and loyalty, and incorporating customer complaints to quantify negative aspects of shopping experience in determining customer loyalty. E-commerce companies should deliver unforgettable customer experience through building a long-lasting image, offering consistent quality and delivering clearly-delineated value, as antecedents of satisfaction and loyalty. The model can be further expanded by exploring the consequences of customer loyalty on potential buying behaviour, focusing on purchasing intention and recommendations.