Abstract
The occurrence of stockouts remains an unsolved problem for retailers that provoke severe revenue and image losses, as well as greater customer dissatisfaction for both retailers and manufacturers. A literature review suggests a model of influential antecedents of consumers’ reactions to product unavailability. A field study then provides insights into true stockout situations, unlike a hypothetical research setting. With these data, this study reveals that loyalty and the presence of product alternatives have the greatest impacts on customer reactions. This result has significant theoretical and managerial implications due to the fact that results based on hypothetical settings did not hold.
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