Özet:

In the retail industry where consumers are becoming increasingly conscious, retailers that create trust and satisfaction, especially in the omni channel, can come to the fore. The aim of this study is to analyze the role of previous service experience, customer trust, channel integration quality and return flexibility, which affect the return satisfaction of customers in the omni channel. Channel integration quality and return flexibility with the stimulus role, customer trust and previous service experience with the organism role, and return satisfaction with the response role were examined with the Stimulus-Organism-Response (S-O-R) Model framework. The survey study consists of the answers of 292 participants living in Izmir and shopping from omni channel retailers. According to the results of the Structural Equation Modeling, it is revealed that the antecedent variables of return flexibility, channel integration quality and customer trust are important factors for return satisfaction in the omni channel. As a result of the moderator variable analysis, the previous service experience has a moderator role in the relationship between customer trust and return satisfaction. The results obtained from the study address the factors that are effective in the omni channel retailing return management processes, and these results are thought to be guide for future studies.

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