THE EFFECT OF LENIENT RETURN POLICY ON BRAND RECOGNITION

Every year, the global retail industry loses billions of dollars due to the product returns. Despite this, too little attention in the literature has been paid to examine customers' intentions to return and the associated implications. As the subject of returns is broad and multifaceted, this a...

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Autores principales:	Kateryna Lysenko Ryba, Dominik Zimon, Beata Zatwarnicka Madura
Formato:	article
Lenguaje:	EN
Publicado:	Center for Quality, Faculty of Engineering, University of Kragujevac, Serbia 2021
Materias:	return policies brand recognition pro-consumer returns system customer satisfaction Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/fee0e2ecaa9244f18103d952337ea6de
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id	oai:doaj.org-article:fee0e2ecaa9244f18103d952337ea6de
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spelling	oai:doaj.org-article:fee0e2ecaa9244f18103d952337ea6de2021-11-18T19:34:39ZTHE EFFECT OF LENIENT RETURN POLICY ON BRAND RECOGNITION10.24874/IJQR15.04-021800-64501800-7473https://doaj.org/article/fee0e2ecaa9244f18103d952337ea6de2021-12-01T00:00:00Zhttp://ijqr.net/journal/v15-n4/2.pdfhttps://doaj.org/toc/1800-6450https://doaj.org/toc/1800-7473Every year, the global retail industry loses billions of dollars due to the product returns. Despite this, too little attention in the literature has been paid to examine customers' intentions to return and the associated implications. As the subject of returns is broad and multifaceted, this article attempts to analyze one of the many aspects of the returns policy, namely the impact of the pro-consumer returns policy on brand recognition. The research process related to the collection of primary data consisted of two stages: pilot and proper studies. The research shows that brands that notice the need to introduce a pro-consumer return system by extending the return period and introducing a more efficient system for managing the process of accepting them, derive more and more benefits in the form of increasing brand recognition.Kateryna Lysenko Ryba Dominik Zimon Beata Zatwarnicka MaduraCenter for Quality, Faculty of Engineering, University of Kragujevac, Serbiaarticlereturn policiesbrand recognitionpro-consumer returns systemcustomer satisfactionManagement. Industrial managementHD28-70ENInternational Journal for Quality Research, Vol 15, Iss 4, Pp 1049-1060 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	return policies brand recognition pro-consumer returns system customer satisfaction Management. Industrial management HD28-70
spellingShingle	return policies brand recognition pro-consumer returns system customer satisfaction Management. Industrial management HD28-70 Kateryna Lysenko Ryba Dominik Zimon Beata Zatwarnicka Madura THE EFFECT OF LENIENT RETURN POLICY ON BRAND RECOGNITION
description	Every year, the global retail industry loses billions of dollars due to the product returns. Despite this, too little attention in the literature has been paid to examine customers' intentions to return and the associated implications. As the subject of returns is broad and multifaceted, this article attempts to analyze one of the many aspects of the returns policy, namely the impact of the pro-consumer returns policy on brand recognition. The research process related to the collection of primary data consisted of two stages: pilot and proper studies. The research shows that brands that notice the need to introduce a pro-consumer return system by extending the return period and introducing a more efficient system for managing the process of accepting them, derive more and more benefits in the form of increasing brand recognition.
format	article
author	Kateryna Lysenko Ryba Dominik Zimon Beata Zatwarnicka Madura
author_facet	Kateryna Lysenko Ryba Dominik Zimon Beata Zatwarnicka Madura
author_sort	Kateryna Lysenko Ryba
title	THE EFFECT OF LENIENT RETURN POLICY ON BRAND RECOGNITION
title_short	THE EFFECT OF LENIENT RETURN POLICY ON BRAND RECOGNITION
title_full	THE EFFECT OF LENIENT RETURN POLICY ON BRAND RECOGNITION
title_fullStr	THE EFFECT OF LENIENT RETURN POLICY ON BRAND RECOGNITION
title_full_unstemmed	THE EFFECT OF LENIENT RETURN POLICY ON BRAND RECOGNITION
title_sort	effect of lenient return policy on brand recognition
publisher	Center for Quality, Faculty of Engineering, University of Kragujevac, Serbia
publishDate	2021
url	https://doaj.org/article/fee0e2ecaa9244f18103d952337ea6de
work_keys_str_mv	AT katerynalysenkoryba theeffectoflenientreturnpolicyonbrandrecognition AT dominikzimon theeffectoflenientreturnpolicyonbrandrecognition AT beatazatwarnickamadura theeffectoflenientreturnpolicyonbrandrecognition AT katerynalysenkoryba effectoflenientreturnpolicyonbrandrecognition AT dominikzimon effectoflenientreturnpolicyonbrandrecognition AT beatazatwarnickamadura effectoflenientreturnpolicyonbrandrecognition
_version_	1718420764893380608

THE EFFECT OF LENIENT RETURN POLICY ON BRAND RECOGNITION

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