Managing Customers Online Recovery – An Insight for E-Retailers Using Conjoint Analysis

Abstract

It is essential for the retailers to avert any sort of complications that the customers’ might face from the product/service they receive from the retailers. In case any kind of complication arise, they should be fixed instantaneously. The customer tends to become distrustful about online buying and more specifically to the e-retailer in case they are not assured that their problem will be fixed speedily, accurately and without any hassle. Redress is referred as the retort or answer to the customer’s objection or grievances that trade provides to them in case any such problem arises during the transaction. It is very important for online retailers to be ready with strategies and processes to counteract the problems and to re-establish and fortify buyer trust. Here in this paper study of the redress/recovery aspects of online customers has been done through the E-RecS-QUAL model. Recovery attributes followed by e-retailers are analysed and those that are important and preferred by the customers are identified using the conjoint analysis. The aim is also to develop a broader conceptual model of e- recovery ascertaining significant levels for every attribute and also finding the relative prominence of the attribute resulting in an overall grading/preference This would help the e-retailers to focus more on crucial attributes and may also help in curbing the extra cost and resources borne by them and at the same time pleasing the customer to a greater extent.