Publication details
Vybrané aspekty chování spotřebitelů ve vztahu k reklamační politice
| Title in English | Selected aspects of consumer behavior in relation to the return policy |
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| Authors | |
| Year of publication | 2011 |
| Type | Special-purpose publication |
| MU Faculty or unit | |
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| Description | The habilitation thesis deals with the issue of claims and what foreign literature refers to as “return policy”. Since this term is absent in Czech literature, it is translated into Czech as “reklamační politika” and it is defined by its content with regard to the Czech legal environment. In this thesis, the return policy simply means a way of claim management that the seller receives in respect of material defects of a product and possibly even defects subjectively perceived by the customer. The return policy topic is presented from several perspectives. The assumed second part of the thesis consists of empirical surveys that examine selected aspects of consumer behavior in relation to the return policy – hence the name of the habilitation thesis. The first study focuses on consumer benefits which come from the selected measures used by businesses in the claim process. Unlike the other studies included in this habilitation thesis, this research is elaborated using a conjoint analysis and thus it takes the form of an experiment with an exploratory character. The next four studies also take the form of quantitative research; however, the methodology they exploit is fundamentally different because it is based on structural equation modeling using a sample of 250 respondents. |