Restoring the buyer–seller relationship through online return shipping: The role of return shipping method and return shipping fee

Abstract

Relationships with consumers are critical to the success of online sellers. Online returns can detrimentally influence buyer–seller relationships and, thus, online sellers should carefully approach online returns to restore their relationship with consumers. Returns due to consumer satisfaction-related reasons are a significant and inevitable part of e-commerce. This article focuses on how online sellers deal with the method and the fee aspects of their return shipping policy to improve buyer–seller relationships. We also studied the effects of return shipping policies on several pivotal consumer perceptions and repurchase intentions. A two-factor (integrated return shipping vs. separated return shipping; free return shipping vs. fee return shipping), between-subject experiment was conducted. This research revealed that both using an integrated return shipping method and offering free return shipping can lead to a better buyer–seller relationship and improve other consumer responses. No interaction effect was found between the two factors.