TITLE:
A Review on Returnless Refunds in E-Commerce Retailing: Sales through Leniency
AUTHORS:
Guilherme Rodrigues dos Santos, Ekaterina Koromyslova
KEYWORDS:
Returnless Refunds, Return Policies, E-Commerce Retailers, Purchase Intention, Consumer Behavior
JOURNAL NAME:
iBusiness,
Vol.12 No.2,
June
29,
2020
ABSTRACT: Though the skyrocketing rate of product returns
hurts profitability of retailers, those in e-commerce must continue to offer
returns to remain competitive. Through the analysis of previous studies, we
assert the positive effects of lenient return policies on a retailer’s ability
to gain and retain customers. This effect is explained by the relationship
between return leniency, customer satisfaction and loyalty, and purchase
intentions. Further, we investigate the individual product and customer factors
that affect sales performance in relation to product returns. Building upon
these premises, we offer that returnless refunds induce the desired customer
response and suggest a layout for future studies.