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@article{195673,
        author = {Dr. K Sumathi and Ms. P Anitha},
        title = {PRODUCT CHARACTERISTICS, SERVICE QUALITY, AND CONSUMER RETURN DECISIONS: AN INVESTIGATION},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {1354-1360},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=195673},
        abstract = {This study investigates the influence of product characteristics and service quality on consumer return decisions in the context of online shopping. Adopting a descriptive research design with a quantitative approach, primary data were collected from 250 online shoppers in Coimbatore district who had experienced product returns within the past year. Data were gathered using a structured questionnaire based on a five-point Likert scale and analyzed through Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modelling (SEM).
The findings reveal that product characteristics significantly and positively influence return intentions, indicating that mismatches in quality, fit, or expectations are key triggers for returns. In contrast, service quality exhibits a significant negative influence on return intentions, suggesting that efficient return policies and customer support can reduce the likelihood of returns. Furthermore, product characteristics demonstrate a stronger relative impact compared to service quality. Return intentions were also found to strongly predict actual return behavior, confirming the intention–behavior linkage. The model explains a substantial proportion of variance in return decisions, highlighting its robustness.
The study concludes that improving product accuracy and strengthening service quality are essential strategies for minimizing return rates and enhancing customer satisfaction in online retail environments.},
        keywords = {Product Characteristics, Service Quality, Return Intentions, Return Behavior, Online Shopping},
        month = {April},
        }