全通路零售的退貨政策與退貨服務品質對忠誠度之影響

The Impact of Return Policy and Return Service Quality on Customer Loyalty in Omni-channel Retailing

現今許多品牌朝向全通路零售發展，物流是零售通路的最後一哩路，過往研究大都探討正向物流，鮮少針對逆向物流中的退貨體驗進行探究。本研究植基於期望驗證理論探討全通路零售中之知覺退貨政策、退貨服務品質對退貨滿意度及顧客忠誠度之影響，同時檢驗不同的退貨通路之退貨行為路徑的差異性。實證結果顯示知覺合理的退貨政策正向影響退貨滿意度，但不影響期望確認；退貨服務品質正向影響期望確認與退貨滿意度，期望確認提升退貨滿意度；不同的退貨通路，退貨體驗的行為路徑表現有差異，特別是線上辦理退貨手續宅配退貨的方式，其退貨服務品質對滿意度的影響顯著高於到店退貨。本研究亦提出管理意涵供實務者參考。

 

Many brands nowadays are developing towards omni-channel retailing. With logistics as the last mile in the retailing channel, the literature has mostly focused on forward logistics, but few studies have explored the return experience in reverse logistics. Based on the expectation-confirmation theory, this research thus explores the impact of perceived return policy, the quality of return service on return service satisfaction, and customer loyalty in omni-channel retailing. The results herein show that perceived rational return policy positively affects the satisfaction with return service, but there is no such relationship with expectation confirmation. The quality of return service positively shapes the confirmation of expectations and satisfaction with return services, and the confirmation of expectations even improves satisfaction with return services. The loyalty of customers is also influenced by the satisfaction with return services. Finally, the coefficients of behavioral path are different under diversity return channels. From the findings, this study proposes management implications for practitioners.