Relationship Between Retailers' Return Policies and Consumer Ratings
Journal of Services Marketing
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.
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Rokonuzzaman, M., Mukherjee, A., Iyer, P., & Mukherjee, A. (2020). Relationship between retailersâ€™ return policies and consumer ratings. Journal of Services Marketing.