The role of the store in managing postpurchase complaints for omnichannel shoppers

This paper focuses on postpurchase complaint behavior to understand under which conditions omnichannel shoppers choose to complain at the physical store instead of doing it through online channels. Using fuzzy-set Qualitative Comparative Analysis (fsQCA), we find that four different combinations of situational, channel-related, and individual variables lead to complaining at the store. The motivation of seeking redress together with...