Customer Returns in E-Commerce & Consumer Interaction via Social Media

Abstract: How can a company decrease their return rates? And can be this conducted by integrating more with the customer via social media? These two main research questions are the core of this Master-Thesis and are related on the mail-order company BON’A PARTE. The focus on the target markets is Denmark, Germany, and Sweden.Fitting problems, different expectations of the order, and inadequate price-performance ratio are the most return reasons for BON’A PARTE customers. In the fashion industry it is very important to satisfy the customer, especially meeting their demands. Due to the straightforwardness of the Internet it is difficult for mail-order companies to build customer loyalty since Internet users can change via one click to the competitors.In order to reach the study purpose, research question related to e-commerce, returns management, and consumer interaction via social media were focused on.The used methodology during the work was literature, a survey, and a case study. For the theory part literature was used and the survey gave an important overview of the return reasons within the company. By ordering garments from the company a qualitative analysis could be developed which reflected the customers’ expectations.By minimizing the gaps between the customers and the company, which involves keeping the company’s promise the return rate can be decrease and BON’A PARTE can build up a personal relationship to their customers. Social media, like the networks Facebook and Twitter are good possibilities to reach new customers and keep their loyal ones. Through interacting with blogs BON’A PARTE can communicate in a better way with their consumers.