The Role of Post-Purchase Emotional Dissonance on Product Return Intentions

Journal Title: GATR Global Journal of Business & Social Science Review - Year 2014, Vol 2, Issue 1

Abstract

Objective Retailers often impose strict returning policies to control product returns without understanding the consumers' returned intention in the first place. Past research has shown that product return policies have little effect on product returns. As such, the aim of this research is to identify the underlying factors of emotional dissonance, which focus on high product involvement, consumer opportunism and switching barriers, and as well as its effect on product return intentions. Methodology/Technique - A total of 250 respondents who is smartphone users and aged between 17 and 35 were invited to participate in the self-administered online questionnaire with a total of 24 items included to measure the construct. Findings A The finding reveals that high product involvement has no significant effect on emotional dissonance and product return intentions. Whereas, switching barriers has significant effect on emotional dissonance, but no significant effect on product return intentions. Consumer opportunisms havea significant effect on emotional dissonance, thus forming product return intentions. Novelty This study is important in assisting the retailers in managing their customer relationships better, whereby consumers deem the connection with the purchased product as part of the buying experience with the retailers.

Authors and Affiliations

Yean Chu Tan, Chin Chuan Gan

Keywords

Related Articles

Suggested Information Strategies for Malaysian Land Administration

Objective - The purpose of this study is to identify the issues in implementing information sharing practice in an organization related to the technical and non-technical aspect. This study attempts to discuss the indica...

The Modern Retail Customer's Experience on Customer Engagement: Evidence from Health and Personal Care Stores in Malaysia Using Structural Equation Modelling Approach (SEM)

Objective- The modern retail experience is about more than buying products. It's about the feeling the customer gets from being in your store, the way it makes them feel, and how it addresses the person they want to be....

Factors Affecting Work Outcomes on the Educators' Continuous Usage Behaviour of Learning Management System (LMS): A Proposed Conceptual Framework

Objective - This paper develops a theoretical framework that consists of the factors affecting the work outcomes among educator continuous usage behaviour of Learning Management System (LMS). Methodology/Technique - The...

An Empirical Study on the Effect of Service Quality on Student Satisfaction in Malaysian Distance Education Institutions

Objective - This paper uses SERVQUAL to assess service quality in distance education institutions in Malaysia and investigate the relationship between service quality and satisfaction. Methodology/Technique - Self-admin...

Women Teacherpreneurship: Development and Dissemination of Entrepreneurship Modules for Teacher Education Programs in Punjab

Objective – This research is designed to provide knowledge and skills to female teachers to increase their competence to initiate and maintain their own businesses for their economic wellbeing. The study also aims to rai...

Download PDF file
  • EP ID EP185593
  • DOI -
  • Views 123
  • Downloads 0

How To Cite

Yean Chu Tan, Chin Chuan Gan (2014). The Role of Post-Purchase Emotional Dissonance on Product Return Intentions. GATR Global Journal of Business & Social Science Review, 2(1), 88-98. https://europub.co.uk/articles/-A-185593