How has online buying behaviour accentuated marketing attention towards post-purchase behaviour and customer expressions of dissatisfaction and complaints? How have online consumer reviews and feedback impacted other prospective buyers?

The rise of online shopping has significantly shifted marketing focus towards post-purchase behaviour, particularly in addressing customer dissatisfaction and complaints. In traditional retail, post-purchase experiences were often limited to direct customer service interactions. However, in the digital landscape, consumer feedback is highly visible and influential, making post-purchase engagement a critical aspect of marketing strategies.  

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