The DOI matches its Crossref record.
Myopia, customer returns and the theory of planned behaviour
Open accessAbstract
As a prevalent and growing form of customer behaviour, deshopping is on the rise. Retailers' focus on good customer service and the offering of lenient returns polices has led to the growth in this fraudulent behaviour of customers in returning goods. This paper considers retailer myopia in the context of dishonest customer returns, applying the Theory of Planned Behaviour (TPB) using a quantitative questionnaire with 535 female consumers. The findings highlight the extent of the behaviour with 50% admitting to partaking in deshopping. The TPB variables can be utilised to manage and prevent deshopping. The results indicate that currently these customers perceive it to be easy to deshop as there are no consequences with the result that such behaviour continues to grow. If retailers were less myopic they would monitor returns more thoroughly and make it less easy for such customers to get away with undesirable deshopping behaviour. The paper makes recommendations for retailers to manage or alter perceived behavioural characteristics for customers, which in turn, would reduce tendencies for dishonesty in customers returning goods for refunds. Retail myopia is evident with deshopping behaviour with consequences for retailers in time, effort and costs.
Overview
Integrity signals
Registry
Cites
Statistics
Verification
Claims the paper makes
Claims other papers make about this one
Each is checked against this paper’s own text: does it say what the citing paper says it does?
Lenient return policy is a significant pre-purchase signal.
“From a positive perspective, lenient return policy is a significant pre-purchase signal which can reduce online shoppers' perceived risk, increase sales, and enhance shoppers' trust or satisfaction toward etailers (King, Dennis, &Wright, 2008).”
From Do good return policies work across cultures? Effect of lenient return policies on online shopper perceptions in Eastern culture (2013) · cites this paper as King, Dennis, & Wright, 2008
Lenient return policy can reduce online shoppers' perceived risk.
“From a positive perspective, lenient return policy is a significant pre-purchase signal which can reduce online shoppers' perceived risk, increase sales, and enhance shoppers' trust or satisfaction toward etailers (King, Dennis, &Wright, 2008).”
From Do good return policies work across cultures? Effect of lenient return policies on online shopper perceptions in Eastern culture (2013) · cites this paper as King, Dennis, & Wright, 2008
If the return policy is more lenient, it is more likely to increase fraudulent behavior on the part of consumers in returning goods and services.
“If the return policy is more lenient, it is more likely to increase fraudulent behavior on the part of consumers in returning goods and services (Davis, et al., 1998: King et al., 2008).”
From Do good return policies work across cultures? Effect of lenient return policies on online shopper perceptions in Eastern culture (2013) · cites this paper as King et al., 2008
Several researchers consider that consumers with a fraudulent attitude are likely to exploit the leniency of return policies.
“Several researchers consider that consumers with a fraudulent attitude are likely to exploit the leniency of return policies (Harris, 2008; King et al.,2008).”
From Do good return policies work across cultures? Effect of lenient return policies on online shopper perceptions in Eastern culture (2013) · cites this paper as King et al.,2008
Lenient return policy can increase sales.
“From a positive perspective, lenient return policy is a significant pre-purchase signal which can reduce online shoppers' perceived risk, increase sales, and enhance shoppers' trust or satisfaction toward etailers (King, Dennis, &Wright, 2008).”
From Do good return policies work across cultures? Effect of lenient return policies on online shopper perceptions in Eastern culture (2013) · cites this paper as King, Dennis, & Wright, 2008
The U.S. and U.K. are well-known for their generous return policies with almost unconditional guarantees.
“Evidently, the U.S. and U.K. are well-known for their generous return policies with almost unconditional guarantees (King et al., 2008).”
From Do good return policies work across cultures? Effect of lenient return policies on online shopper perceptions in Eastern culture (2013) · cites this paper as King et al., 2008
Lenient return policy can enhance shoppers' trust or satisfaction toward e-tailers.
“From a positive perspective, lenient return policy is a significant pre-purchase signal which can reduce online shoppers' perceived risk, increase sales, and enhance shoppers' trust or satisfaction toward etailers (King, Dennis, &Wright, 2008).”
From Do good return policies work across cultures? Effect of lenient return policies on online shopper perceptions in Eastern culture (2013) · cites this paper as King, Dennis, & Wright, 2008
The findings do not fully support previous studies which demonstrated that more lenient return policies led to more positive consumer reactions.
“But this does not fully support the findings of previous studies which demonstrated that more lenient return policies led to more positive consumer reactions (Bonifield et al., 2010: King et al., 2008; Wood, 2001).”
From Do good return policies work across cultures? Effect of lenient return policies on online shopper perceptions in Eastern culture (2013) · cites this paper as King et al., 2008
Citations
Cited by
Sorted by citations
Yang, S. J., & Choi, Y. J. (2013) · Asia Marketing Journal · doi:10.53728/2765-6500.1519 · Cited by 2
Metadata
- Authors
- King, T., Dennis, C., & Wright, L. T.
- Affiliations
- Brunel University of London (GB)
- De Montfort University (GB)
- Venue
- Journal of Marketing Management
- Publisher
- Informa UK Limited
- Published
- 2008-02-18
- Volume
- 24
- Issue
- 1-2
- Pages
- 185-203
- ISSN
- 0267-257X (ISSN-L)
- 1472-1376
- OpenAlex
- W2082404751
- Cited by
- 41
- References
- 0
- Citations by year
- 2026: 2 · 2025: 1 · 2024: 3 · 2023: 1 · 2022: 1 · 2020: 2 · 2019: 2 · 2018: 3 · 2017: 4 · 2016: 2 · 2015: 3 · 2014: 2 · 2013: 5 · 2012: 5
- FWCI
- 5.22
- Type
- journal article
- Language
- en
- Open access
- green
- figshare.com
- Licence
- cc-by
- Locations
- Journal of Marketing Management (publishedVersion)
- Lincoln Repository (University of Lincoln) (acceptedVersion)
- Brunel University Research Archive (BURA) (Brunel University London) (submittedVersion)
- DMU Open Research Archive (De Montfort University) (submittedVersion)
- CERES (Cranfield University) (submittedVersion)
- University of Huddersfield Repository (University of Huddersfield) (submittedVersion)
- Figshare (submittedVersion, cc-by)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
- Keywords
- customer returns, theory of planned behavior, return policy, perceived behavioral control, women consumers
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
