A dynamic model for optimal design quality and return policies

A clearly explained and generous return policy has been established as a competitive weapon to enhance sales. From the firm's point of view, a generous return policy will increase sales revenue, but will also increase cost due to increased likelihood of return. Design quality of the product has been used as a competitive weapon for a long time. This paper recognizes the relationship between design quality and price of the product, and the firm's return policy. Quality level in the product would influence the amount of return directly. When the product quality is higher, the customer satisfaction rate will increase and the probability of return will decrease. We develop a profit-maximization model to jointly obtain optimal policies for the product quality level, price and the return policy over time. The model presented in this paper is dynamic in nature and considers the decisions as the product moves through the life cycle. We obtain a number of managerial guidelines for using marketing and operational strategy variables to obtain the maximum benefit from the market. We mention several future research possibilities. (c) 2006 Elsevier B.V. All rights reserved.