Brunel University Research Archive (BURA) >
College of Business, Arts and Social Sciences >
Brunel Business School >
Brunel Business School Research Papers >
Please use this identifier to cite or link to this item:
|Title: ||The management of deshopping and its effects on services: a mass market case study|
|Authors: ||King, T|
Retail returns policies
Retail customer service
Dark side consumption
|Publication Date: ||2007|
|Citation: ||International Journal of Retail and Distribution Management, 35 (9): 720-733, 2007|
|Abstract: ||Purpose: Deshopping is the return of products, after they have fulfilled the purpose
for which they were borrowed. Previous research indicates that deshopping is a
prevalent and growing consumer behaviour. This paper examines deshopping from a
retail perspective. It is a case study of interviews conducted with a mass-market
retailer, to investigate their awareness and management of this behaviour.
Methodology: This paper is a case study of nine interviews conducted with different
levels of staff at a mass-market retailer in their flagship London store, to investigate
their awareness and management of deshopping.
Findings: The findings demonstrate the beliefs, attitudes and emotions of the
different levels of employees towards deshopping and demonstrates their attempts to
manage deshopping and combat the negative affects of this on customer service.
Research limitations: The limitation of this research is that it is only conducted with
one high street retailer. However, it is important to highlight that this is a large
womenswear retailer which is highly representative of other retailers within the
sector. There is little detail given regarding the retailer itself or their fundamentals of
the actual Customer Service Policy, this is due to the confidentiality agreement
between the researcher and retailer. It is important to acknowledge the sensitivity of
this type research to retailers who are reluctant to have this information publicised. It
is also important to acknowledge that many retailers have not made any attempts to
manage this behaviour by restricting their returns policy. So this research case study is
conducted with a retailer that is actively introducing change to manage this behaviour.
Practical implications: The research concludes with the implications of deshopping
and its management and makes recommendations on how to reduce deshopping whilst
maintaining customer service for the genuine consumer.
Originality/value of the paper: This is the first case study with a mass market
retailer highlighting their approaches towards managing deshopping whilst trying to
maintain customer service.|
|Appears in Collections:||Marketing|
Brunel Business School Research Papers
Items in BURA are protected by copyright, with all rights reserved, unless otherwise indicated.