Breaking Down Brand Hatred: An Investigation of Online Shopping Discontent in Pakistan

Abstract

To understand how online shopping customers have become dissatisfied with misleading information, this research has focused on how internet retailers have misled the customers. The aim of the research is to investigate the impact of the service quality disconfirmation on negative word of mouth in online shopping sector in Pakistan. Another objective of this research is to investigate the relationship between online shoppers and brand hate through the negative word of mouth. The hypotheses show that brand hate is positively corelated to negative word of mouth, and disconfirmations due to poor service quality provided by online e-shops. Data was collected through the survey method, and the set of questionnaires were distributed to 202 individuals who were regular online shopping participants. SPSS was used for the analysis purpose, and Lahore, Pakistan, was our major data source. This research showed the relationship between the construct negative word-of-mouth, brand hate, and service quality disconfirmation. These factors are interlinked and affecting the attitudes and behaviors of online shoppers. The relationship between service quality disconfirmation and brand hate was mediated by negative word of mouth as per the finding of research. It is shown in the study that the “Failure of service quality will result in spread of negative word of mouth, which is determinant of brand hate.” This also revealed the importance of negative word of mouth; therefore, we propose that to lessen negative word of mouth organizations should monitor social media and the internet to rapidly handle any unfavorable comments or responses. Open and honest communication is another method to establish trust and credibility with your consumers.