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Measuring customer-oriented product returns service performance

Measuring customer-oriented product returns service performance The purpose of this paper is to conceptualise customer-oriented product returns service (COPRS) performance, and develop and validate its measure.Design/methodology/approachThis study uses qualitative consumer interviews and a quantitative survey to conceptualise, operationalise and validate the measure of COPRS performance.FindingsThe findings indicate 12 components with 46 measurable items for COPRS performance, including assurance, compensation, convenience, empathy, employee empowerment, explanation, feedback, information availability, reliability, responsiveness, tangibles and timeliness.Research limitations/implicationsThe measure could facilitate future empirical studies in the product returns service area. Future research could apply the COPRS performance measure across industries or in different settings such as cross-cultural or other retailing contexts.Practical implicationsManagers could evaluate their existing returns service performance in different key aspects based on the COPRS performance metrics and then improve their returns offerings accordingly. It also alerts practitioners to pay more attention to functional integration in designing returns service strategies to enhance customer satisfaction.Originality/valueThe study is one of the first to develop a new measure that substantiates the notion of an integrated marketing and reverse logistics interface, which is an underrepresented body of knowledge in the marketing and operations management disciplines. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The International Journal of Logistics Management Emerald Publishing

Measuring customer-oriented product returns service performance

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References (102)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0957-4093
DOI
10.1108/ijlm-06-2018-0157
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to conceptualise customer-oriented product returns service (COPRS) performance, and develop and validate its measure.Design/methodology/approachThis study uses qualitative consumer interviews and a quantitative survey to conceptualise, operationalise and validate the measure of COPRS performance.FindingsThe findings indicate 12 components with 46 measurable items for COPRS performance, including assurance, compensation, convenience, empathy, employee empowerment, explanation, feedback, information availability, reliability, responsiveness, tangibles and timeliness.Research limitations/implicationsThe measure could facilitate future empirical studies in the product returns service area. Future research could apply the COPRS performance measure across industries or in different settings such as cross-cultural or other retailing contexts.Practical implicationsManagers could evaluate their existing returns service performance in different key aspects based on the COPRS performance metrics and then improve their returns offerings accordingly. It also alerts practitioners to pay more attention to functional integration in designing returns service strategies to enhance customer satisfaction.Originality/valueThe study is one of the first to develop a new measure that substantiates the notion of an integrated marketing and reverse logistics interface, which is an underrepresented body of knowledge in the marketing and operations management disciplines.

Journal

The International Journal of Logistics ManagementEmerald Publishing

Published: Sep 10, 2019

Keywords: Asia; Structural equation modelling; Reverse logistics; Customer service; Performance measurements

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