Title

Relationship Between Retailers' Return Policies and Consumer Ratings

Published In

Journal of Services Marketing

Document Type

Citation

Publication Date

4-2020

Abstract

Return policies are major risk-allaying cues for customers, yet they are a critical cost/lost-sales for retailers. Despite their importance in the retailing industry, few studies have examined the interplay of return policies with other cues that customers use to make a purchase decision. Toward this end, this study aims to investigate the interaction effects certain salient high-scope and low-scope cues, such as consumer ratings and brand image, and retailers’ return policies have on consumer purchase decisions.

Description

© 2020 Emerald Publishing Limited

DOI

10.1108/JSM-09-2019-0340

Persistent Identifier

https://archives.pdx.edu/ds/psu/32872

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