Do product returns hurt relational outcomes? some evidence from online retailing

@article{Walsh2017DoPR,
  title={Do product returns hurt relational outcomes? some evidence from online retailing},
  author={Gianfranco Walsh and Daniel Brylla},
  journal={Electronic Markets},
  year={2017},
  volume={27},
  pages={329-339}
}
Customer product returns are a key challenge for online retailers. Previous research primarily focused on causes of returns and possible interventions to reduce customers’ product returns and concomitant costs for online retailers. However, little is known about the effect of product returns on key relational outcomes. Drawing on relationship marketing theory, we test a model that relates product returns to three relationship marketing outcomes—customer satisfaction, trust, and positive word-of… CONTINUE READING
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