Reklamační politika a její ekonomické souvislosti
Return policy and its economic issues

Author(s): Radoslav Škapa
Subject(s): Economy, Business Economy / Management, Micro-Economics, Sociology, Evaluation research, Marketing / Advertising
Published by: Masarykova univerzita nakladatelství
Keywords: customer complaint policy; return policy; Claim management; seller; customer; marketing; extended product;
Summary/Abstract: The book deals with the issue of claims and what foreign literature refers to as “return policy”. Since this term is absent in Czech literature, it is translated into Czech as “reklamaní politika” and it is defined by its content with regard to the Czech legal environment. In this book, the return policy simply means a way of claim management that the seller receives in respect of material defects of a product and possibly even defects subjectively perceived by the customer. The return policy topic is presented from several perspectives. The main one is the connection of the return policy with marketing; the return policy is understood primarily as a marketing tool that participates in forming a so-called “extended product”. In its initial chapters, the thesis defines the subject of interest – the so-called return policy – and based on a conducted literature review it analyzes the consequences of the selected return policy (rules and procedures applied by the sellers) on customers’ perception and their behavior. The purpose of this sectionis to serve as a basis for empirical surveys (part II and part III). Although the focus of each of the presented studies is different, a unifying objective can be used for all of them, i.e. to investigate the behavior of customers in connection with claims and terms of claims so as to optimize the return policy.

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