Improving customer reactions to electronic brokered ultimatums: The benefits of prior experience and explanations

Aleksander P.J. Ellis, Donald E. Conlon, Stephen E. Humphrey, Catherine H. Tinsley

Research output: Contribution to journalArticle

2 Scopus citations

Abstract

Because of the growth of online discount travel intermediaries (e.g., Priceline), researchers have become interested in how customers react to electronic brokered ultimatum bargaining contexts. This paper investigates how characteristics of the customer and characteristics of the bargaining context might ameliorate customers' (a) perceptions of justice; (b) willingness to recommend the intermediary to others; and (c) willingness to repatronize the intermediary. We found that customer familiarity generally improved customer reactions to the electronic intermediary. We found a moderating effect for intermediary explanations in the form of an excuse, as explanations improved customer reactions when offers were rejected, but worsened reactions when offers were accepted.

Original languageEnglish (US)
Pages (from-to)2293-2324
Number of pages32
JournalJournal of Applied Social Psychology
Volume36
Issue number9
DOIs
StatePublished - Sep 1 2006

ASJC Scopus subject areas

  • Social Psychology

Fingerprint Dive into the research topics of 'Improving customer reactions to electronic brokered ultimatums: The benefits of prior experience and explanations'. Together they form a unique fingerprint.

  • Cite this