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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.
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Riquelme et al. (2013) studied this question.
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