Why e-Return Services Fail: A Psychological Contract Violation Approach

Abstract

This study elucidates why and how e-return services (e-RS) fail, representing a preliminary attempt to explain the critical role of psychological contract violation (PCV) and explore its antecedents and outcomes in e-RS research. Based on marketing, psychology, and information systems-related studies, a theoretical framework is developed to correlate perceived fairness (PF), causal attribution (CA), and magnitude of negative outcome (MNO) with customers' PCV. Additionally, based on trust (TR), exactly how PCV further influences customers' stickiness intention (SI) is examined as well. Analysis results indicate that PF, CA, and MNO influence customers during both the evaluation stage and the customer receipt of e-RS, subsequently deriving PCV. These factors contribute to the subsequent success of e-RS, especially, customers' TR and SI. Furthermore, recommendations are made on how firms should evaluate PCV and its influencing factors to prevent e-RS failure.