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The Perceived Customer
University of Borås, School of Engineering.
University of Borås, School of Engineering.
2010 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

One big issue for the mail order business is how to avoid and manage returns. One approach being taken is that consumer insight can result in better customer satisfaction and fewer returns. The fashion industry delivers more than just a function within the clothes; fashion, excitement, and customer service for example. It is believed that a part of demand chain management, consumer insight, can help to reduce the amount of returns. This thesis approaches this issue from a company point of view. It is investigated how mail order businesses utilizes opportunities given by eCommerce, how the companies perceives their customers, and how well they are able to tailor their services to different consumer groups. Online sales channels were reviewed in order to investigate how the company is perceived and what kinds of efforts the companies go through in order to add value to the customers. These results were combined with interviews of three companies in the mail order business and one company selling clothes in retail stores. The complexity of the customer and the silo mentality in many companies was the first hurdle to emerge. It was hard to get in contact with the right person. The interviews showed both focus on products and focus of really understanding the customer. This showed both in the rigid layout of the homepages and the lack of understanding that customers might have different needs when it comes to value adding services. However, the interviewed companies had varying ways of defining their customer’s needs. It is evident after this thesis that a lot of work can be done in order to better understand the customers, for example investigating causes to returns and how differentiated services might improve how the customers perceive the service. In order to succeed in a holistic approach, cooperation between mail order companies might be required.

Place, publisher, year, edition, pages
University of Borås/School of Engineering , 2010.
Series
Magisteruppsats
Keywords [en]
returns management, returns avoidance, demand chain management, consumer insight, mail order, ecommerce
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:hb:diva-19681Local ID: 2320/5848OAI: oai:DiVA.org:hb-19681DiVA, id: diva2:1311615
Available from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
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Citation style
  • apa
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Output format
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