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Investigating the influence of website design and message clarity on consumers’ response in the online complaint process

Wessel, A. (2016) Investigating the influence of website design and message clarity on consumers’ response in the online complaint process.

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Abstract:Every organisation should understand the importance of receiving consumer complaints as a form of feedback and to perform better as an organisation. In this study the effect of the online complaint process on an organisations’ website is investigated. In doing so, 2 (website design: organised design vs. unorganised design) x 3 (call to action buttons: complaint center button vs. contact button vs. no button) x 2 (message clarity: concrete message vs. general message) experimental designs were conducted. Consumer responses such as trust in the organisation, loyalty and service expectations were also included. During data gathering, participants were randomly assigned to one of the twelve scenarios. The results show a significant effect of website design on attractiveness and clarity of the website. Besides, findings stated that message clarity is extremely important in the online complaint process because several significant main effects have been found in this study on consumers’ response, namely service satisfaction, service expectations, trust in the organisation and loyalty. Interestingly, an interaction effect of website design and message clarity on service satisfaction, trust in the organisation and loyalty was found. These results indicate that constructing a well-designed website to aid or assist user navigation is of crucial importance in the online complaint process.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/70797
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