An Investigation Of Selected Dimensions Of Retail Store Image: Bricks And Mortar Versus Online

Abstract

Research examining the components of retail store image has focused on the most important features to customers.  Merchandise return policy, an element of the Service dimension, has not been well researched.  In the past decade the Internet has created another means to market products, and research relating to merchandise return policies for sales of Internet firms is virtually non-existent.  This study compares the merchandise return policy in both “bricks and mortar” and Internet firms.  Merchandise return policy appears to e a fertile area for future research.