Effect of Negative Customer Experience and Negative Confirmation on Electronic - Word of Mouth : A Case of Food Delivery Apps in India

Authors

  •   Pardeep Bawa Sharma Associate Professor (Corresponding Author), Chandigarh University, NH-05, Ludhiana - Chandigarh, State Hwy, Mohali - 140 413, Punjab
  •   Rasna Pathak Associate Professor, Chandigarh University, NH-05, Ludhiana – Chandigarh State Hwy, Mohali - 140 413, Punjab
  •   Diksha Ahuja Assistant Professor, Chandigarh University, NH-05, Ludhiana – Chandigarh State Hwy, Mohali - 140 413, Punjab

DOI:

https://doi.org/10.17010/ijom/2023/v53/i11/170523

Keywords:

Negative Customer Experience

, Negative Disconfirmation, Negative Customer Engagement, Electronic Word of Mouth, Service Value.

Paper Submission Date

, September 5, 2022, Paper sent back for Revision, May 20, 2023, Paper Acceptance Date, June 15, Paper Published Online, November 15, 2023

Abstract

Purpose : The present study explored a broad customer experience-disconfirmation-engagement framework by testing the effect of negative customer experience and negative confirmation on electronic word of mouth using customer engagement. The fact that negatively valenced customer engagement was seldom tested in such frameworks induced us to explore its effects.

Methodology : Data were collected from 329 respondents against “negative customer experience,†“negative confirmation,†“negative customer engagement,†and “negative electronic word of mouth.†A two-step methodology was used wherein the measurement model was evaluated with the help of confirmatory factor analysis (CFA). After that, the proposed model was tested using structural equation modeling (SEM) using IBM SPSS AMOS 22.0. Bootstrapping was used to test the mediation effect.

Findings : We found that negative customer experience and disconfirmation significantly affected negative customer engagement, which in turn significantly affected electronic word of mouth. The results also showed that negative customer engagement mediated between both negative disconfirmation and electronic word of mouth and negative customer experience and electronic word of mouth.

Practical Implications : It was recommended that service managers should fill voids that pertain to the link between negative customer engagement and what may come thereafter. It would reduce the number of brand switchovers and lessen the dilution of service value.

Originality : It investigated how negative customer engagement occurs in online service relationships, a construct that has never been employed in the customer confirmation–customer experience–word-of-mouth paradigm.

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Author Biographies

Pardeep Bawa Sharma, Associate Professor (Corresponding Author), Chandigarh University, NH-05, Ludhiana - Chandigarh, State Hwy, Mohali - 140 413, Punjab

Dr. Pardeep Bawa Sharma is a certified Google Analytics professional with 15 years of experience in academics and industry. His expertise entails areas like Consumer Behaviour, Organization Psychology, Training and Development. His research interests include value creation through service quality and service delivery, role of person-environment fit on organizational outcomes.

He has more than 20 research papers and cases to his name.

Currently he is associated with Chandigarh University and teaches courses in Marketing Management, Business Research and Organizational Psychology.

Rasna Pathak, Associate Professor, Chandigarh University, NH-05, Ludhiana – Chandigarh State Hwy, Mohali - 140 413, Punjab

Dr. Rasna Sharma is presently working as Associate Professor of Management in University School of Business, Chandigarh University, Mohali. She did her PhD in Micro Finance from IK Gujaral Punjab Technical University, Jalandhar. Her area of specialization is Behavioural Finance and Micro Finance and has teaching experience of more than 8 years. She has attended various workshops on case writing and “Implementation of ERP Business Software, sponsored by Infor - Foundation Course†and Faculty Development Programmes on Risk Management, Capital Markets, Teaching Pedagogy and Human Values etc.. She has attended various national and international conferences and presented papers in the same.

Diksha Ahuja, Assistant Professor, Chandigarh University, NH-05, Ludhiana – Chandigarh State Hwy, Mohali - 140 413, Punjab

Ms Diksha is presently working as an Assistant Professor in chandigarh University, Gharuan (Punjab).She is having  teaching  experince of 4 years. Her area of specialisation in economics . She has attendened various workshops and conferences on Data Analysis, R , Teaching pedagogy and more  for the personal development.

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Published

2023-11-01

How to Cite

Sharma, P. B., Pathak, R., & Ahuja, D. (2023). Effect of Negative Customer Experience and Negative Confirmation on Electronic - Word of Mouth : A Case of Food Delivery Apps in India. Indian Journal of Marketing, 53(11), 23–40. https://doi.org/10.17010/ijom/2023/v53/i11/170523

Issue

Volume 53, Issue 11, November 2023

Section

Articles
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