A Study of Customer Resolution Management: The Influence of Effective Complaint handling Procedures on Consumer Decision To Shop Online

As the volume of online shopping has increased, the number of complaints associated with online transactions has also risen. However, in business-to-consumer online shopping, there remains limited understanding of how the type of complaint procedures adopted by merchants influences consumers’ decisions to shop online. This study focuses on the influence of complaint-handling procedures on consumer decisions to shop online from both the consumer and merchant perspectives. The authors found that complaint-handling procedures have a significant influence on consumer confidence and trust, and therefore indirectly on their decision to shop online, especially in relation to the accessibility and responsiveness of such procedures. The results of this study are important insofar as they can assist online merchants to better incorporate customer experiences into their business strategies in the online environment.