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Kundanpassad returhantering: E-handelsföretag och deras kunder, en studie om klädbranschen
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2015 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
Customized returns management : E-commerce companies and their customers, a studie of the retail industry (English)
Abstract [sv]

Bakgrund: Majoriteten av e-handelsföretagen verksamma inom klädbranschen når inte lönsamhet vilket till viss del beror på den höga returandelen som i dagsläget ligger mellan 20-50 procent. Returandelen har ökat under de senaste åren och tros öka även i framtiden. Genom att minska sina returer med ett fåtal procent skulle e-handelsföretag kunna spara flera miljoner, dock kan kundlojaliteten gå förlorad om inte företaget möter kundens förväntningar gällande returhanteringen.

Syfte: Syftet är att identifiera olika kunders returbeteenden för att förstå hur företagens returhantering kan anpassas till olika kundgrupper.

Metod: I studien har författarna använt sig av en kvalitativ undersökningsmetod med ett hermeneutiskt förhållningssätt och tillämpat en explorativ samt deduktiv ansats.

Resultat: Studien har identifierat två olika typer av kundgrupper med olika köp- och returbeteenden, således bör företagen segmentera kunderna utifrån dessa faktorer för att skapa en väl utförd returhantering. Företagen kan förbättra sin lönsamhet genom att kundanpassa sin returhantering eftersom en kundanpassad returhantering medför en ökad kundtillfredsställelse, ett ökat mervärde och en förbättrad kundlojalitet, vilket resulterar i en ökad lönsamhet hos företagen.

Abstract [en]

Background: The majority of the e-commerce companies in the retail industry are not profitable which is partly due to the high percentage of returned goods, which in the current situation is between 20-50 percent. In recent years the proportion of returned goods has increased and is also believed to increase in the future. By lowering the returns of goods with a few percent the e-commerce companies could save several millions, however customer loyalty can be lost unless the companies meets the customers’ expectations regarding the returns process.

Purpose: The purpose is to identify the difference in customers’ returning behaviors in order to understand how companies' returns management can be adapted to different customer segmentations.

Research method: The authors of the thesis have used a qualitative research method with a hermeneutic approach and applied both an explorative and a deductive approach.

Results: The study has identified two different types of customer groups with different purchase and returns behaviors, thus companies should segment the customers based on these factors and the customers should be treated differently by the companies when it comes to returns management. The companies can improve their profitability by customizing their returns management because it generates greater customer satisfaction, increased added value and improved customer loyalty which results in increased profitability for the companies.

Place, publisher, year, edition, pages
2015. , 95 p.
Keyword [en]
Returns Management, E-commerce, Consumer Behavior, Shopping Orientation, Customer segmentation
Keyword [sv]
Returns Management, E-handel, Consumer Behavior, Shopping Orientation, Customer segmentation.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-120787ISRN: LIU-IEI-FIL-A--15/02017--SEOAI: oai:DiVA.org:liu-120787DiVA: diva2:848525
Subject / course
Master Thesis in International Business and Economics Programme (Business Administration)
Supervisors
Examiners
Available from: 2015-08-27 Created: 2015-08-25 Last updated: 2015-08-27Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
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  • modern-language-association-8th-edition
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  • de-DE
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  • nn-NB
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