Examining the Spillover Impact of Hybrid Retail Platforms and Third-Party Sellers on Customer Satisfaction in Online Marketplaces: The Role of Order Failures
| dc.contributor.advisor | Hermans, M. | |
| dc.contributor.author | Hekkers, Lars | |
| dc.date.issued | 2023-07-04 | |
| dc.description.abstract | Examining the Spillover Impact of Hybrid Retail Platforms and Third-Party Sellers on Customer Satisfaction in Online Marketplaces: The Role of Order Failures The research aims to contribute to the existing literature on third-party sellers and hybrid retail platforms, focusing on the spillover effects that can occur around order failures. Prior research has shown that when consumers perceive an order failure as controllable by an organization, their satisfaction with that organization decreases. The study seeks to extend the current literature by investigating how customer satisfaction with the hybrid retail platform or third-party seller is affected by the perceived controllability of a failed order, with a specific focus on spillover effects. Furthermore, the study explores whether the customer's prior experience with the hybrid retail platform moderates this relationship. Data from a scenario-based approach with a 2x2 between-subjects design were collected (n=228). The findings indicate that customers are significantly less satisfied with an organization that is perceived as controllable for order failures compared to an organization perceived as uncontrollable, considering the spillover effect between the two organizations. The customer's prior experience with the online platform does not significantly moderate this relationship. The findings have both theoretical and managerial implications and suggest potential future research directions based on the limitations to enhance the understanding of the spillover effect in online platform environments. | |
| dc.identifier.uri | https://theses.ubn.ru.nl/handle/123456789/15781 | |
| dc.language.iso | en | |
| dc.thesis.faculty | Faculteit der Managementwetenschappen | |
| dc.thesis.specialisation | specialisations::Faculteit der Managementwetenschappen::Master Business Administration::Marketing | |
| dc.thesis.studyprogramme | studyprogrammes::Faculteit der Managementwetenschappen::Master Business Administration | |
| dc.thesis.type | Master | |
| dc.title | Examining the Spillover Impact of Hybrid Retail Platforms and Third-Party Sellers on Customer Satisfaction in Online Marketplaces: The Role of Order Failures |