The leniency of return policy and consumers’ repurchase intention in online retailing

Purpose The purpose of this paper is to investigate the relationship between the repurchase intention of a customer and his/her perception of various aspects of an e-tailer’s product return process, such as leniency, fairness and quality of the return process. Design/methodology/approach This research focuses on these aspects through the expectation disconfirmation theoretical lens, looking at the relationship between expectations shaped by the...