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Managing Internet Product Returns: A Focus on Effective Service Operations

机译：管理Internet产品退货：以有效的服务运营为重点

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Product returns present one of the biggest operational challenges in the world of Internet retailing due to the sheer volume and cost of processing returns. But returns also represent an often-missed opportunity to manage customer relationships and build customer loyalty to the retailer. Based upon data from a survey of 464 customers of five different Internet retailers, this article explores how firms' returns management systems affect loyalty intentions. We draw upon extant literature in the fields of Internet retailing, service quality, supply chain management, and customer satisfaction/loyalty to develop a model and a set of hypotheses relating ten latent variables in the service returns offering area. Our resulting structural equation model provides evidence of the impact of the returns management system upon customer loyalty intentions. The model also identifies effects onloyalty intentions arising from customers' satisfaction with, and perceptions of, the value of the returns service offered. These findings will help inform managers' choices regarding investment in the returns management system as an element of service quality improvement and a potential means of improved profitability. In addition, this study's empirical exploration and testing of a returns management model in the Internet retailing environment is a contribution to the currently underrepresented body of academic literature linking marketing and supply chain management in the context of end consumers.
机译：由于巨大的数量和处理退货的成本，产品退货成为互联网零售领域最大的运营挑战之一。但是退货也代表了管理客户关系和建立客户对零售商忠诚度的经常机会。基于对五个不同互联网零售商的464位客户的调查数据，本文探讨了公司的退货管理系统如何影响忠诚度意图。我们利用互联网零售，服务质量，供应链管理和客户满意度/忠诚度等领域的现有文献，来开发与服务回报提供领域中十个潜在变量相关的模型和一组假设。我们得出的结构方程模型提供了回报管理系统对客户忠诚度意图的影响的证据。该模型还确定了由于客户对所提供的退货服务的价值的满意度和感知而产生的对忠诚度意图的影响。这些发现将帮助管理者选择有关收益管理系统投资的选择，这是改善服务质量和提高利润率的潜在手段。此外，本研究对互联网零售环境中的退货管理模型的经验探索和测试，是对目前在终端消费者背景下将营销和供应链管理联系起来的代表性文献不足的一个贡献。

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