Consumer Education and Regret Returns in a Social Enterprise

Calmon, Andre; Jue-Rajasingh, Diana; Romero, Gonzalo; Stenson, Jackie

doi:10.2139/ssrn.2882402

Cited by 3 publications

(1 citation statement)

References 32 publications

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“…There remain other aspects of after-sales service that could affect technology adoption in emerging markets. For example, Calmon et al (2019) build a theoretical model to show that reverse logistics which supports higher refunds for regret-returns can improve adoption of life-improving technologies in emerging markets. Future studies can identify other operational strategies and bottlenecks that can expedite technology adoption.…”

Section: Discussionmentioning

confidence: 99%

Timely After-Sales Service and Technology Adoption: Evidence from the Off-Grid Solar Market in Uganda

Kundu

Ramdas

2022

M&SOM

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Problem definition: Adoption and continued use of novel technologies have the potential to significantly accelerate social and economic development in emerging markets. In this paper, we examine to what extent timely after-sales service—that is, faster resolution of repair tasks—impacts technology adoption. In particular, we empirically assess the impact of service wait times on the adoption of solar home systems by first-time users (i.e., adopters of the technology) in off-grid Uganda. Academic/practical relevance: Our study sheds light on a previously understudied driver of technology adoption—customers’ postpurchase experience related to after-sales service. We also provide evidence on how negative word-of-mouth stemming from long service wait times hampers customer acquisition. Methodology: We address our research question using detailed customer-level sales and service data from a leading assembler and distributor of solar home systems in Uganda. We develop a fixed-effects base specification and two instrumental variables specifications that leverage different sources of exogenous geospatial variation—in service-task locations, weather, and road quality. Results: We find that timely after-sales service experienced by existing customers is a strong driver of adoption by first-time users. A one-week increase in average wait time for service decreases adoption by up to 32.4%. The relationship between wait times and adoptions is heterogeneous and depends on the types of pending service cases. We also find that the number of customers acquired through referrals from an existing customer depends on the referring customer’s service wait time. This provides evidence of a strong word-of-mouth channel of information sharing. Managerial implications: Our findings have direct implications for the customer-acquisition strategies of technology firms and for technology investors in emerging markets. Our results are also relevant for policy makers who aim to harness technology to improve the socioeconomic lives of people living in these regions. Importantly, we provide empirical evidence of a direct link between after-sales service and technology adoption, which is of relevance to managers outside of emerging markets as well.

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Section: Discussionmentioning

confidence: 99%