Do Product Returns Make Maximisers More Loyal to the E-tailer? A Serial Mediation Model
(A2024-119379)

AUTHORS

Shilpi Saxena, Indian Institute of Management Ranchi; Vaibhav Chawla, Indian Institute of Technology, Madras

ABSTRACT

Psychologists have found that individuals differ in their choices and decision-making styles. Maximizers are always looking to make the best possible decision by conducting extensive search and analysis. In contrast, satisficers usually agree to settle with the 'good enough' option. Since maximizers make the most informed buying decisions, they would return fewer products because of wrong choice issues. In this study, we explore maximizing tendencies' impact on consumers' product returns purchased online. Our findings show that people with maximising tendencies return more than satisficers. The results further confirm that since maximizers perceive the act of returning as a way out to regain control and offset the negative effect of losses, they perceive more value in the return process and are more satisfied with the act of returning, leading to their increased likelihood to remain loyal to the e-tailing firms post-returns as compared to the satisficers.