Perceived market orientation in the product return experience and its impact on post-purchase behavior

This study examines the role of customer perceived justice in the product return process with a physical retailer. These experiences serve to form a perceived market orientation of the retailer - which has effects on retailer avoidance and negative WOM. The conceptual model is empirically tested using a main study of national panels for two U.S. retailers and a follow-up study with a national panel of customers of local retailers who had made memorable returns at a retailer's physical location. Results illustrate that perceived justice during the return process impacts subsequent perceptions of the market orientation of the retailer.