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Internet and distance channel use and European consumer complaint behavior

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This exploratory study analyzes the effect of distance-shopping channel choice (i.e. the format first used by consumers in a retail transaction) on consumer complaint behavior, with a special focus on the Internet channel. It analyzes 2011 Eurobarometer data using a logistic regression model controlling for sociodemographic and country-specific variables to measure the impact of using the Internet, post/catalog, and telephone channels on complaint behavior. The results indicate that consumers using the Internet channel exhibit the greatest likelihood of complaint behavior when compared to consumers using traditional distance-shopping channels. Implications and suggestions for retailers are discussed, as are the contributions to the consumer complaint behavior literature.

Keywords: Europe; channel choice; consumer complaint behavior; cross-border shopping; internet

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/09593969.2012.746717

Affiliations: Department of Consumer Science,University of Wisconsin-Madison, Madison,WI, USA

Publication date: May 1, 2013

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