Achieve Superior Performance Through Omni-channel Reverse Logistics
Type of DegreePhD Dissertation
Supply Chain Management
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This dissertation first explores the facilitators and barriers of omnichannel returns activities. It then examines how those factors are impacting customers' repurchase intentions and actions on online traffic and brick-and-mortar store traffic. The returns experience is often an overlooked way to drive both customer engagement and repeat sales in omnichannel retailing. Our research finds that a transparent return policy and transparent loyalty program are essential to driving new shopping moments. A return experience enhanced by great frontline employee service can retain existing shoppers and drive more footprints to stores and further stimulate retailer sales.