Return Policy of E-retailers: An Extensive Review
Return Policy of E-retailers: An Extensive Review
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电子零售商的退货政策：广泛审查
DOI：
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发表时间：
2021
期刊：
影响因子：
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通讯作者：
V. Dhingra
中科院分区：
文献类型：
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作者：
Vikram Tyagi;V. Dhingra
销售产品并不是任何电子零售商的唯一主张。同样重要的是，管理退货涉及的问题数量，制定了强有力的退货政策，以留住客户。许多电子零售商的问题仍然是，他们专注于一次性销售产品，这导致了客户的不满。公司的正向和逆向物流网络有助于提高其在客户中的销售和形象。物流服务还会增强消费者对公司的信心和信任，并激励他们从这些电子零售商那里重复购买。随着电子零售竞争的日益激烈，公司的责任也增加了。他们必须为客户提供充分的满意机会，并在此之后进一步等待退货期限过去。顾客可能会因为产品有缺陷而拒绝，或者只是因为他不喜欢它，或者在其他地方找到了更好的价格交易，或者改变了主意。在这两种情况下，大多数公司更愿意接受退货，因为营销相信一句古老的谚语：客户为王。退货政策定义了客户拒绝产品的基本规则。有问题的退货政策可能会赶走客户，而过于宽松的政策可能会鼓励无理的产品拒收。因此，网络零售商在设计自己的退货政策时必须做出战略平衡。这篇评论文章基于一些流行的电子零售商的退货政策，以及退货在电子零售业务中的重要性。此外，与退货政策对消费者网上购物行为的影响有关的各种评论文件也进行了分析，并已成为本评论文件的一部分。基于电子零售商退货政策对消费者购买行为的影响，以及消费者对网络购物行为的知识、意识和态度的中介作用，提出了电子零售商退货政策对消费者购买行为影响的概念框架，并对其进行了实证研究。
Selling a product is not the sole proposition of any e-retailer. Equally important is the number of issues involved in managing returns, chalking out a strong return policy so as to retain the customers. The problem with a number of e-retailers remains that they focus on one time sale of the product which leads to dissatisfaction among the customers. The forward and reverse logistics network of a company facilitate in improving its sales and image among the customers. Logistics services also lead to an enhancement in the confidence and trust of the consumers in the company and motivate them to make repeat purchases from such e-retailers. With ever-increasing competition in e-retailing, the onus on companies has also increased. They have to provide ample opportunity to the customer for getting satisfied and after that further wait for the return time limit to get over. The customer might reject a product on the grounds of being defective or simply because he didn’t liked it or found a better price deal somewhere else or has changed the mind. In either of these cases, most companies prefer to accept the returns because marketing believes in the age-old adage “customer is the king”. The return policy defines ground rules for product rejections by customers. A problematic return policy may drive away customers, whereas too easy policy may encourage unjustified product rejections. Therefore, E-retailers have to make a strategic balance is designing their return policies. This review paper is based on the return policies of some of the popular e-retailers and also the importance of ‘returns’ in case of e-retailing business. Further, various review papers related to the impact of the return policy on consumers’ online shopping behaviour have been analysed and have been made a part of this review paper. A conceptual framework based on the impact of the return policy of e-retailers on consumers’ buying behaviour and the mediating effect of knowledge, awareness and attitude of consumers’ towards online shopping behaviour on the relationship between the impact of the return policy of e-retailers on consumers’ buying behaviour has been suggested on which empirical research can be carried out in the future.