Document Type

Article

Publication Date

2013

Publication Title

Services Marketing Quarterly

First Page

67

Last Page

85

DOI

http://dx.doi.org/10.1080/15332969.2013.739944

Abstract

Product returns and exchanges are an important part of a consumer’s postpurchase decision-making process and have economic and psychological consequences. Based primarily on a participant observation research, a conceptual model is developed that portrays two distinct process paths that occur during return transactions. The analysis incorporates previous research regarding goal-directed behavior and role and script theories in understanding the complexity of a return transaction. Consumers are identified as having both economic and social goals, and the change catalysts promoting shifts in goal focus as well as the interplay between these goals are represented in the model.

Rights

This is a post-print version of an article originally published in Services Marketing Quarterly,2013, Volume 34, Issue 1.. The version of record is available at Taylor and Francis.

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