{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,7]],"date-time":"2026-02-07T18:08:06Z","timestamp":1770487686413,"version":"3.49.0"},"reference-count":86,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2019,11,19]],"date-time":"2019-11-19T00:00:00Z","timestamp":1574121600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IMDS"],"published-print":{"date-parts":[[2019,11,19]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>The purpose of this paper is to investigate the relationship between the repurchase intention of a customer and his\/her perception of various aspects of an e-tailer\u2019s product return process, such as leniency, fairness and quality of the return process.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>This research focuses on these aspects through the expectation disconfirmation theoretical lens, looking at the relationship between expectations shaped by the product return policy and the repurchase intention. This research collects data using a survey approach and analyzes it using structural equation modeling.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>It was found that perceived return policy leniency, perceived fairness of the return experience and perceived quality of the return experience are important and supporting factors that influence a customer\u2019s intention to be a return customer to e-tailers. Perceived leniency was found to not only be the most influential factor for return purchase intention but it also significantly impacted the perceived fairness and the quality of the return process. As a result, perceived leniency of the return policy had a \u201chalo\u201d effect on the other factors.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>This suggests that the majority of an e-tailer\u2019s effort should be expended determining a return policy and experience that is widely perceived as lenient as this will overall improve customer perception of the return process and increase repurchase intention.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This research extends research on lenient policy within the growing e-tailer sector by examining the return experience of the customer and subsequent repurchase intention based on multiple factors.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-01-2019-0016","type":"journal-article","created":{"date-parts":[[2019,12,2]],"date-time":"2019-12-02T12:57:16Z","timestamp":1575291436000},"page":"21-39","source":"Crossref","is-referenced-by-count":52,"title":["The leniency of return policy and consumers\u2019 repurchase intention in online retailing"],"prefix":"10.1108","volume":"120","author":[{"given":"Yacan","family":"Wang","sequence":"first","affiliation":[]},{"given":"Jason","family":"Anderson","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5438-4028","authenticated-orcid":false,"given":"Seong-Jong","family":"Joo","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9585-011X","authenticated-orcid":false,"given":"Joseph 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