In October of 2018, Sears, a U.S. retail giant, filed for bankruptcy. Walmart, the largest U.S. retail operation, recently introduced a new business model whereby on-line orders can be picked up or even delivered. Both events can be seen as part of a major shift away from the traditional...

Purpose – This study examined how service providers effectively respond to consumer complaints in an online shopping environment by applying the fairness theory including distributive, procedural, and interactional fairness.Design/Methodology/Approach – Empirical research was conducted using...