The voice of the Chinese customer: Facilitating e-commerce encounters

James O. Stanworth, Clyde A. Warden and Ryan Shuwei Hsu

Numerous studies report the failure of western e-commerce experiences to effectively engage the Chinese customer.

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...

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