Redress provides a formalized recourse to consumers in lodging complaints against poor customer service. Its importance is heightened in the realm of B2C e-business where traditional means of establishing rapport with brick-and-mortar stores do not exist. However, redress has yet to be aptly understood and the study of its role in ebusiness has been sparse. This paper presents an exploration into the role of redress in online B2C transactions, through the perceptions of a selected group of online consumers, with key implications for online business practices and customer relationship management.
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