A Cross-National Service Strategy to Manage Product Returns: E-Tailers’ Return Policies and the Legitimating Role of the Institutional Environment

Global e-tailers face product returns from across the world, but research on service strategies for successful return handling in culturally diverse markets is virtually nonexistent. This study examines drivers of return–related customer behavior Western and Eastern cultures. Using a multimethod approach comprising two surveys one experiment, results major (United States) (China) retail show varying patterns uniform pattern repurchase intention. Specifically, policies that imply high effort restrictiveness decrease not cultures, while perceived customer-oriented institutional environment increases For intention, we find both cultures decreases We also self-interest legitimacy as mechanisms responsible effect environment, an important context variable international marketing has been neglected context. These findings enhance our understanding different cultural environments offer valuable insights adequate strategy management by global e-tailers.