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Efectos de los fallos en la compra ‘online’ sobre la satisfacción con la página web: análisis de las distintas respuestas según las características demográficas del consumidor

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Abstract (2. Language): 
Consumer dissatisfaction after experiencing an online service failure is the main reason for customers abandoning online purchases. However, not all consumers respond to these situations in the same way. The aim of this study is to identify segments of consumers according to their different satisfaction with online shopping, from the dual perspective of having experienced or not, a service failure in the purchase. Results, from a sample of 397 online consumers, confirm that the effect of online service failures in consumer satisfaction differs based on consumers’ gender and age, providing valuable information for online retailers to effectively implement market segmentation strategies.
Abstract (Original Language): 
La insatisfacción del consumidor tras experimentar un fallo en la compra online es el principal motivo de pérdida de clientes en Internet. No obstante, no todos los consumidores reaccionan del mismo modo en estas situaciones. El objetivo del presente trabajo es la identificación de segmentos de consumidores según su distinta satisfacción con las compras en Internet, desde la doble perspectiva de haber experimentado un fallo en la compra o no. Sobre una muestra de 397 compradores online, los resultados de este estudio confirman que el efecto de los fallos en la compra sobre la satisfacción difiere según el sexo y la edad de los consumidores, lo que ofrece a las empresas que operan en Internet una valiosa información para desarrollar estrategias de segmentación efectivas.
FULL TEXT (PDF): 
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