Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지

Consumer Satisfaction and Dissatisfaction in Return Process

반품과정에서의 소비자만족.불만경험

  • Published : 2006.07.01
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Abstract

This study investigated consumer satisfaction and dissatisfaction experiences in post-purchase product return process. As an exploratory research the study collected qualitative data of subjective consumer experiences using an open-ended questionnaire and identified and classified themes and patterns of satisfaction and dissatisfaction experiences. A total of 113 cases were categorized into satisfied experiences, unsatisfied experiences, and neutral experiences. Further, satisfied experiences were sub-categorized into kind sales associates, quick and easy return process, and services higher than expected based on sources of satisfaction in the return process while unsatisfied experiences were sub-classified into rejection of return, attitude of sales associates, and hassle of return process. In-store adaptive behaviors and intentions on future behaviors were also observed. The results indicated that service quality in the post-purchase service encounter and consumer expectation were important in determining satisfaction and dissatisfaction in the return process. Insights for research questions were proposed.

Keywords

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