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Why e-return services fail: a psychological contract violation approach.

Pei-Ling Hsieh1

  • 1Department of Marketing Management, Takming University of Science and Technology, Taipei, Taiwan. plhsieh@takming.edu.tw

Cyberpsychology, Behavior and Social Networking
|October 26, 2012
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Summary

Understanding e-return service (e-RS) failures requires examining psychological contract violation (PCV). Perceived fairness, attribution, and outcome magnitude influence PCV, impacting trust and customer loyalty.

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Area of Science:

  • Marketing
  • Psychology
  • Information Systems

Background:

  • E-return services (e-RS) are crucial for customer satisfaction but often fail.
  • Psychological contract violation (PCV) is a key, yet understudied, factor in e-RS failure.
  • Existing research lacks a comprehensive framework for PCV in e-RS.

Purpose of the Study:

  • To investigate the antecedents and outcomes of PCV in e-RS.
  • To develop and test a theoretical framework linking perceived fairness (PF), causal attribution (CA), and magnitude of negative outcome (MNO) to PCV.
  • To examine the influence of PCV on customer trust (TR) and stickiness intention (SI).

Main Methods:

  • Development of a theoretical framework integrating marketing, psychology, and information systems theories.
  • Analysis of customer perceptions of fairness, attribution, and outcome magnitude in e-RS.
  • Examination of the relationship between PCV, trust, and customer loyalty.

Main Results:

  • Perceived fairness (PF), causal attribution (CA), and magnitude of negative outcome (MNO) significantly predict psychological contract violation (PCV).
  • PCV negatively impacts customer trust (TR) and stickiness intention (SI) in e-RS.
  • These factors are critical during both the evaluation and receipt stages of e-RS.

Conclusions:

  • Addressing PCV is essential for preventing e-RS failure and enhancing customer loyalty.
  • Firms must actively evaluate PF, CA, and MNO to manage PCV effectively.
  • Understanding PCV drivers can improve e-RS success and customer retention.