The effect of pre- and post-service performance on consumer evaluation of online retailers

Authors:
Insu Park;Jeewon Cho;H. Raghav Rao
Affiliations:
Management Information Systems, Fogelman College of Business & Economics, University of Memphis, 340 Fogelman Business Building, Memphis, TN 38152-3120, USA;College of Business, Oregon State University, 340 Bexell Hall, Corvallis, OR 97331, USA;Management Science and Systems, School of Management, University at Buffalo, 325C Jacobs Management Center, Buffalo, NY 14260-4000, USA and Sogang University, Seoul, Republic of Korea
Venue:
Decision Support Systems
Year:
2012

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Abstract

This study examines the effect of consumers' pre- and post-service encounter performance (SEP) on their satisfaction and repurchase intention in online markets. Specifically, we suggest that, in an online context, the different service performances: pre- and post-Service over time, affects consumer evaluation (i.e., overall satisfaction and repurchase intention) of a vendor. We introduce the experience-dissonance process in this research by integrating cognitive consistency theory as well as expectation-confirmation theory in order to investigate the consumer satisfaction formation processes in online transactions. Theoretical and practical implications are discussed.