Tzeng, Shian-Yang; Ertz, Myriam; Jo, Myung-Soo; … - In: Marketing Intelligence & Planning 39 (2021) 4, pp. 516-532
Purpose: Singles' Day (SD) in China is the world's biggest online shopping event while consumer dissatisfaction is also on the rise. Both theory and practice need sharper insights to foster consumer satisfaction, but such knowledge remains sparse in the literature. The current study addresses...