RETURN AND EXCHANGE OF GOODS: ONLINE CUSTOMERS’ PERCEPTION AND BEHAVIOUR
Abstract
The growth of e-commerce has significantly transformed consumer shopping behaviour. Among the various factors that influence the online shopping behaviour of consumers, the policies and processes related to the return and exchange of goods also may be included. However, limited studies only have been undertaken on the return and exchange of goods in an online buying environment. This study aims to understand why customers return/exchange products purchased online, assesses its impact on purchase decisions, and analyses customer satisfaction levels with return and exchange policies & processes. 200 respondents in Chennai city in India participated in the survey that used a structured questionnaire. Analyses revealed that difficulties in goods return and goods exchange policies led online customers to prefer physical shopping.
Keyword : Online shopping behaviour, Goods return, Goods exchange, Customer Satisfaction
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