Don't Remove That Tag: A Look at Customer Motivation for Product Returns

摘要

What factors shape a customer's return intentions of a product? How does the nature of the return (honest vs. devious) influence return outcomes? How does a relationship between the customer and retailer change, if at all, intentions to return a product? The current research employed a multi-method research methodology consisting of in-depth interviews and an online experiment. First, we conducted in-depth interviews with 30 randomly selected US consumers from a national panel. Participants were qualified based on their return habits over the last 9 months. The goal of the in-depth interviews was to gain preliminary insight on how customers perceive return policies.