Retailers that do a poor job satisfying customers in these last days leading up to Christmas can bear the brunt of shoppers' frustrations in the future. Consumers hold their retailer accountable for not meeting their needs and this will impact their future shopping choices.

205

We attribute the drop in satisfaction to the challenges that time-pressured shoppers face as they turn to the Web for last-minute shopping needs, only to be disappointed and frustrated with their inability to find what they're looking for. Reasons can range from merchandise that is out of stock online, or they aren't using the correct description.

164