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Customer return rate evolution

delete2025-03-27
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OA
AI
S
Siham El Kihal WU Vienna
T
Tülin Erdem
C
Christian Schulze
W
Weiqing Zhang
DOI：10.1016/j.ijresmar.2025.03.003delete
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摘要

摘要

En 中文
客户退货率演变——即退货率在客户与企业关系期间是下降还是上升——对零售商具有重大的经济意义。通过分析一家在线时尚零售商客户在六年内完整的购买和退货行为，我们发现，平均客户的退货率从首次购买到第十次购买增加了48%。我们研究了客户过去的行为如何解释其当前购买的退货情况，并最终影响退货率的演变。我们的结果表明存在品牌体验效应：先前购买的商品数量越多，退货率越低。我们还发现退货习惯效应的证据：先前退货商品占比越高，退货率越高。我们量化了这两种效应，并表明退货习惯占主导地位，导致客户退货率上升。对于管理者而言，理解退货率演变具有重要意义。如果目标零售商的管理者忽视了客户退货率的演变，在十次购买后，他们会高估累计客户价值约40%。这种演变对运营利润微薄且面临高客户保留成本的零售商构成了尤为严峻的挑战，可能将盈利客户转化为财务负债。
Keyword:
Online retailing
Product returns
Customer return rates
Customer-retailer relationship
Customer value
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期刊

International Journal of Research in Marketing 封面图
International Journal of Research in Marketing
IF:
7.5
论文数:
1.2K
被引数:
6.4K

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