Customer Behavioral Reactions to Negative Experiences during the Product Return

Abstract

This paper takes a closer look at customer experience during product return and the customer’s ability to share information about it. The research process included the development of research tools such as questionnaires. Anonymous surveys were conducted by computer assisted web interview among individual customers from Poland on a sample 327 respondents. Non-stratified random sampling was used, as we considered it to be the most effective in terms of the effort-benefit ratio of the survey. A contingency table was constructed from the responses, the observed values and expected values were compared, and the Pearson Chi-square and the p-value of Fisher’s exact test were calculated. The research process carried out as well as the analysis of the obtained results allowed us to respond to the research questions. As a result, it can be stated that the clients, both satisfied (80.1%) and dissatisfied (84,4%), tended to share their opinion about return experience with other potential clients. Moreover, 42.2% of the respondents declared that they would not buy again from a seller after an unsuccessful return operation. The presented conclusions enrich the theoretical understanding of customer behavior and their purchase intention. It also offers retailers a quantitative benchmark and new perspective on the design of return policy in order to improve customer satisfaction.