The voice of the Chinese customer: Facilitating e-commerce encounters
James O. Stanworth
National Changhua University of Education
Clyde A. Warden
National Chung Hsing University
Ryan Shuwei Hsu
National Taiwan University
Introduction
E-commerce can be seen as a great global equaliser of service delivery and consumption (Klaus 2013). Yet, a surprising number of high-profile western companies have stumbled in their China e-commerce efforts. Drivers of online (dis)satisfaction, within Greater China, appear to have aspects not well understood by many global firms. This paper reports e-commerce encounters that do not fit neatly into existing service constructs, and how management deals with culturally...