Title: Return satisfaction with e-marketplaces: an investigation in Asia

Authors: Kedwadee Sombultawee; Inthakan Pannarom

Addresses: Department of Marketing, Faculty of Commerce and Accountancy, Thammasat University, 2 Phra Borom Maha Ratchawang, Phra Nakhon, Bangkok 10200, Thailand ' Department of Marketing, Faculty of Commerce and Accountancy, Thammasat University, 2 Phra Borom Maha Ratchawang, Phra Nakhon, Bangkok 10200, Thailand

Abstract: This study investigates return satisfaction with e-marketplaces in Asia. This multi-retailer structure, unified in a single storefront, can cause consumer confusion and dissatisfaction if something goes wrong. The research used a structural equation modelling approach to investigate the effect of service recovery quality and site ease of use on perceived value of the return and return satisfaction. A sample of consumers residing in Thailand who had previously returned a product was selected. Analysis found positive relationships between service recovery quality and site ease of use and perceived value of the return offering. However, the effect of site ease of use on return satisfaction was negative. Perceived value of the return offering had a significant mediation effect. The implication of this finding for practice is that online marketplaces must provide an easy, good quality and high value return process to ensure customer satisfaction.

Keywords: e-marketplace; customer satisfaction; returns; online shopping; Asia.

DOI: 10.1504/IJEMR.2024.139378

International Journal of Electronic Marketing and Retailing, 2024 Vol.15 No.4, pp.431 - 454

Received: 14 Sep 2021
Accepted: 28 Jan 2022
Published online: 02 Jul 2024 *

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