Corporate impressions from Web site interaction
Taylor, Nolan Johnson
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Consumer-based technologies such as the Web are becoming commonplace. The performance of these technologies is often equated with degree of satisfaction. Dissatisfaction with these technologies has generally been viewed as simply a lack of satisfaction. However, the separate examination of dissatisfaction may shed additional light on important determinants of critical outcomes, particularly for consumer-based systems. Identification of these dissatisfaction factors is particularly important since they tend to be communicated more often by consumers than are equivalent positive service incidents.|In addition, once lost, the expense of replacing dissatisfied customers far exceeds the cost of keeping existing ones. The identification of these dissatisfaction factors on the Web and consumer responses to these incidents is undertaken here in a broad-based sampling using the critical incident technique (CIT). A subsequent phase using survey methods assesses how these satisfaction and dissatisfaction differ with respect to repatronage intentions and consumer communications.