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@article{193907,
        author = {Kuldeep Choudhary and Ruchi Tiwari and Dibyajyoti Bose and Vinitha V Ivan},
        title = {An Empirical Assessment of Post-Purchase Engagement and Return Management in E-Retailing},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {1669-1684},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193907},
        abstract = {Product returns have become a significant challenge for businesses, particularly in e-commerce and omnichannel retail, leading to increased operational costs, revenue loss, and environmental impact. While prior research has largely focused on pre-purchase factors influencing returns, limited attention has been given to the role of post-purchase engagement in mitigating return behaviour. This study examines how structured post-purchase engagement strategies can reduce product return rates and enhance customer satisfaction.
The research adopts a quantitative approach, using survey responses collected from consumers who have recently made online purchases. Key post-purchase engagement dimensions—such as order communication, usage guidance, proactive customer support, and post-delivery follow-ups—are analysed to assess their impact on customers’ return intentions. Statistical analysis is employed to identify significant relationships between engagement practices and return behaviour.
Findings indicate that effective post-purchase engagement significantly reduces the likelihood of product returns by addressing customer uncertainty, improving product understanding, and strengthening trust in the brand. The study contributes to existing literature by extending return management research into the post-purchase phase and offers practical implications for marketers and operations managers. By implementing targeted post-purchase engagement strategies, firms can reduce return-related costs while improving overall customer experience and long-term loyalty.},
        keywords = {Post-purchase engagement; Product returns; Customer experience; Return intention; E-commerce; Customer satisfaction},
        month = {March},
        }