Managing purchases and returns for retailers

Alec Minnema

Managing purchases and returns for retailers

Alec Minnema

Marketing

Onderzoeksoutput: Thesis fully internal (DIV)

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Samenvatting

Dit proefschrift onderzoekt oorzaken voor het kopen en terugsturen van producten. Voor winkels zijn zowel aankopen als retouren van belang voor het generen van winst.
In het tweede hoofdstuk worden twee nieuwe instrumenten onderzocht die als doel hebben de aankopen te stimuleren. Het eerste onderzochte instrument is een spaaractie waarbij klanten per iedere 15 euro aan bestedingen een premium ontvangt. Het tweede onderzochte instrument is een extra premium die klanten ontvangen bij de aankoop van een specifiek product. Het derde hoofdstuk is een overzichtsstudie naar wat er op dit moment bekend is over de oorzaken en gevolgen van het terugsturen van aankopen. Het vierde hoofdstuk bestudeert het zoekgedrag van de klant op de website en hoe dit gerelateerd is aan de aankoop- en de terugstuurkans. In het vijfde hoofdstuk wordt het effect van online consumentenreviews op de aankoop- en terugstuurkans onderzocht.
Dit proefschrift leidt tot nieuwe inzichten in de relatie tussen winkel en klant wat door winkels gebruikt kan worden voor het genereren van extra klantwaarde en winst. Dit proefschrift reikt meerdere instrumenten aan voor het beïnvloeden van de aankoopkans en de terugstuurkans en laat zien dat het effect van marketinginstrumenten verder gaat dan de aankoop. Het is dus belangrijk om niet alleen effecten op aankoopkans te onderzoeken maar ook te kijken naar het effect op de terugstuurkans omdat dit zo belangrijk is voor de winstgevendheid van winkels.

Originele taal-2	English
Kwalificatie	Doctor of Philosophy
Toekennende instantie	Rijksuniversiteit Groningen
Begeleider(s)/adviseur	Bijmolt, Tammo, Supervisor Gensler, Sonja, Co-supervisor
Datum van toekenning	26-jan-2017
Plaats van publicatie	[Groningen]
Uitgever	University of Groningen, SOM research school
Gedrukte ISBN's	978-90-267-9366-7
Elektronische ISBN's	978-90-367-9365-0
Status	Published - 2017

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Citeer dit

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title = "Managing purchases and returns for retailers",

abstract = "This dissertation examines drivers of purchase and return behaviors which is essential to better manage the profit per customer. During the last decade, product returns provide a significant expense to retailers and are important to consider next to purchases. Customers thus create profit to the retailer through purchases and make costs by returning products. This thesis is comprised of a literature review and three empirical studies, presented in the form of chapters. Chapter 2 examines the impact of an Instant Reward Program (IRP) with bonus premiums on customer purchase behavior. An IRP rewards customers directly at the moment of purchase, with small premiums at fixed spending levels, and each premium is part of a larger set of collectibles. A supplementary feature in many IRPs promotes specific brands with an extra premium, labeled bonus premiums. Chapter 3 provides a literature overview on managing product returns from a marketing perspective. Chapter 4 and 5 discuss drivers of purchase and return behavior jointly: Chapter 4 examines the effect of customer in-store browsing behavior and chapter 5 examines the impact of online customer reviews. These studies demonstrate that products returns can be managed and that retailers have multiple instruments to influence return decisions in addition to their effect on customer purchase behavior. This dissertation offers a next step in both the drivers of purchase and return decisions which retailers can leverage to create customer value and increase profits.",

author = "Alec Minnema",

year = "2017",

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publisher = "University of Groningen, SOM research school",

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AB - This dissertation examines drivers of purchase and return behaviors which is essential to better manage the profit per customer. During the last decade, product returns provide a significant expense to retailers and are important to consider next to purchases. Customers thus create profit to the retailer through purchases and make costs by returning products. This thesis is comprised of a literature review and three empirical studies, presented in the form of chapters. Chapter 2 examines the impact of an Instant Reward Program (IRP) with bonus premiums on customer purchase behavior. An IRP rewards customers directly at the moment of purchase, with small premiums at fixed spending levels, and each premium is part of a larger set of collectibles. A supplementary feature in many IRPs promotes specific brands with an extra premium, labeled bonus premiums. Chapter 3 provides a literature overview on managing product returns from a marketing perspective. Chapter 4 and 5 discuss drivers of purchase and return behavior jointly: Chapter 4 examines the effect of customer in-store browsing behavior and chapter 5 examines the impact of online customer reviews. These studies demonstrate that products returns can be managed and that retailers have multiple instruments to influence return decisions in addition to their effect on customer purchase behavior. This dissertation offers a next step in both the drivers of purchase and return decisions which retailers can leverage to create customer value and increase profits.

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