TV-Shopping in Scandinavia: Consumer Satisfaction, Dissatisfaction and Complaining Behavior
TV-shopping is a new distribution channel in Scandinavia, still waiting for a breakthrough in the market for goods and services. This paper focuses on consumer satisfaction/ dissatisfaction with the products distributed through TV-shopping, and the consumers' experiences with TV-shopping as a distribution channel. Our study shows that 1/3 of the TV-shoppers are dissatisfied with the purchase, and this is a high dissatisfaction level. However, this is almost entirely because of the low quality of products sold through TV-shopping. The problems related to the distribution process are viewed as small compared with problems connected with product quality. Only 5 % of the dissatisfied consumers do actually complain to the TV-shopping company or return the product. This indicates that consumers don't think it is worth while to complain or that they don't look at TVshopping as a serious distribution channel. Consumers are taking part in a lottery, and although the low quality is not expected, they are not surprised. They did not win the first prize.
Each volume is copyrighted by Consumer Satisfaction, Dissatisfaction and Complaining Behavior. We encourage authors to submit published articles to research aggregators such as researchgate.net or academia.edu. You may use the PDF files from the published journal for submission to these aggregators.