After-Sales Attributes in E-Commerce: A Systematic Literature Review and Future Research Agenda

Abstract

In recent years, e-commerce has assumed a more strategic and relevant role with regard to the good performance of the global retail industry. The facilities and conveniences provided by e-tail contribute to meeting the demands of a more connected consumer. However, it is necessary to consider the complex nature of the online market, which requires e-retailers to challenge themselves in order to create stronger connections with their customers to achieve greater customer satisfaction. In this context, the services offered in the after-sales phase, one of the most relevant stages of the consumer journey, can help reduce the negative impacts involved in the decision and experience of an online purchase. The post-sale in e-commerce is a research domain that has become increasingly prominent in recent years, and this maturation in the academic environment requires a deeper understanding of this scientific production. Therefore, to synthesize the main insights and suggest an agenda for future studies of this theme, a Systematic Literature Review (SLR) was conducted for this study using a hybrid approach, combining a structured review with a bibliometric review. One of the main contributions of the research is the seminal presentation of after-sales attributes in e-commerce, in a global and broad view, focusing on the retailer and consumer relationship, referred to herein as After-sales Customer Services (AFSCS). Unlike the other few existing reviews regarding the theme, this work is innovative because it investigates the e-commerce post-purchase, the attributes of this stage, and the relationship between retailer and consumer at this stage of the journey in a more direct, exclusive, and complete way.