#2419. New insights in online fashion retail returns from a customers’ perspective and their dynamics

October 2026publication date
Proposal available till 30-05-2025
4 total number of authors per manuscript3510 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Economics and Econometrics;
Business and International Management;
Places in the authors’ list:
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Abstract:
The article analyzes suitable measures to prevent or avoid returns during the pre-purchase, purchase and post-purchase stages. The methodology is based on an online survey. The Kano method has also been proposed. The experiment involved 8393 customers of a German online fashion store. One of the objectives of the study was to influence customer satisfaction using the Kano method. Applying the new method, Kanos segmented perspective, we found different customer segments that differ in their profit expectations.
Keywords:
Avoiding and averting returns; Customer perspective; Drivers for returns; Kano (method); Kano dynamics; Returns; Segmented kano perspective

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