E-commerce retail failures- the case of Thai groupon.

Abstract

This thematic paper is aimed to be useful for case study of e-commerce retail failures. E-commerce practitioners will gain knowledge behind the case of Thai Groupon’s failure. Case study method and manager interviews have been conducted to gain the company’s factual insight. Double deviation theory has been adopted in order to identify Thai Groupon’s service failure and understand the nature of customer perception towards e-commerce service failure as a whole. The data has been collected from Thai Groupon’s 2015 April–July Customer Feedback Records and Customer Satisfactory (CSAT) Reports, and 217 relevant cases were identified, and interviews from 15 of junior and senior managers will complement in the findings. According to the result, the most concentrated complain belongs to Groupon’s service delivery system or product failure, and the most frequently complained cases are: slow or unavailable service, website system failure, and bad information. Only 6 cases or 3.7 percent were response to customer needs and requests as Thai Groupon has been attentive on the subject. 23 cases were on classification of recoveries, with the highest frequency being of failure escalate. This paper also discovered additional customer’s requirements