2. 2
ABSTRACT
Purpose:
Product returns is one of the most significant challenges faced by retailers nowadays. With
the advent of the online channel the number and complexity of product returns has critically
increased resulting in negative impacts on retailers’ profitability. Hence, managing returns
effectively has become vital for retailers in order to compete in a multichannel environment.
This study aims to investigate return process for Sainsbury’s non-food business based on
the theory of Planned Behaviour (TPB) constructs. The research focuses on understanding
what service and features customers value most when returning products online and offline
with the purpose of recommending options that Sainsbury’s should consider for its return
operations according to customer expectations.
Methodology/Approach:
A qualitative approach is adopted to explore customers’ return process behaviour. Eleven
structured interviews were conducted among Sainsbury’s customers in the Milton Keynes
store. The method used in this research is a single-case study design with the aim to achieve
an in-depth understanding of customers’ return behaviour and to reach a detailed
description of their experience and attitudes, making links to existing theory and using
theoretical propositions to test their applicability in the case study.
Findings:
The findings demonstrate that customers prefer to return items in store rather than by post,
resulting in having a positive attitude toward it. This is principally due to the store’s perceived
convenience and effectiveness. The Perceived Behavioural Control (PBC) construct
demonstrated the large element of control that Sainsbury’s customers perceive they have
over the return process in store and its successful outcome. The main factors that impacted
over the customers’ intentions were time and money but also skills and cooperation with
Sainsbury’s staff played a crucial role in customers’ intentions and decisions. Subjective
Norm was found to influence customers’ intention to return in store whereas it didn’t have
any influence over customers’ intentions to return by post. Finally, Past Experience was a
major component in encouraging customers' future behaviour. It had a direct positive
influence on customers’ attitude and on their perception of the return process in store being
easy.
Value of the work:
This study helps to broaden the knowledge about customers return behaviour. It is the first
study that applies the Theory Planned Behaviour (TPB) to a case study in the context of
product returns. For retailers, this research should be helpful to understand what drives
customers in their return process and how to manage returns, according to customers’
expectations.
