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An Exploratory Study of Consumer Return Experiences  

Park Kyung-Ae (School of Textiles, Yeungnam University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.30, no.6, 2006 , pp. 961-970 More about this Journal
Abstract
This study attempted to understand post-purchase consumer return experiences which had not received much attention in consumer behavior research. As a first step to understand return experiences from consumers' viewpoint, the study took an exploratory approach and identified themes and patterns from subjective consumer experiences. Whenever possible, attribution theory was applied to interpret the identified patterns. A total of 99 cases were collected from an open-ended questionnaire and analyzed based on a qualitative method. The reasons of product return was classified into five groups: changing mind; product defects; unsuitable products; products not expected; and for a better deal. External attribution was observed for return decisions caused by consumers' changed mind as well as by product defects. Dissatisfaction with defected products seemed to be intensified or reduced by service failure or success in the post-purchase service encounter. Consumer expectation and situations seemed to affect this process. Overall, the study supported attribution theory in the post-purchase return experience, and insights for research questions were proposed.
Keywords
Product return; Post-purchase process; Refund; Product exchange; Attribution;
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