A Study of Product Return Strategy in the TV Shopping Industry
Date Issued
2008
Date
2008
Author(s)
Tanoto, Irmayanti
Abstract
Motivated by the fact that retailers’ products return rate is increasing while on the other hand they are squeezed by competition that harden them to pose stricter policy, then through this thesis, the author will try to explore possible strategies to balance retailers’ goal in increasing customers’ satisfaction and retailers’ necessity in decreasing products return rate by focusing on TV shopping industry. hile most of previous researches were focusing more into improving return handling management, the strategies proposed here will highlight techniques to prevent return to happen at the first place, whether it was caused by fraud or general reasons, by using return policy and improving other internal and external activities.he author will first analyze a previously-researched prediction model which aimed to predict the high rate product returners based on their previous behavior, the analysis covers several topics such as identifying risks that might be faced when implementing the project, together with what other variables should be included when scoring customers. After that, appropriate ways to demarket unprofitable customers and what managerial actions could be implemented to decrease the overall return rate will be explored. he study shows that retailers are partly responsible for the high products return rate problem, and thus should alter parts that are still controllable to decrease it (through marketing strategy, product presentation, etc). We also found that lack of social presence could be both disadvantage and advantage for virtual retailers: it is one of the triggers of high products return rate, but it also enable retailers to implement many kinds of policies which are sometimes difficult to be implemented by brick-and-mortar retailers.
Subjects
product return policy
demarketing
return fraud
CRM
retailing industry, TV shopping
consumer behavior
SDGs
Type
thesis
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