Effects of retailer post-purchase guarantee policies on consumer perceptions with the moderating influence of financial risk and product complexity

The objective of this study was to assess the effects of two characteristics of retailer post-purchase guarantee policies RPGPs, namely the terms of the policy (i.e., product exchange only versus product exchange or money refund) and the length of time allowed for returning the product, on perceived product quality, retailer's image, and consumer need for additional information. The results of an experiment involving 164 adult consumers revealed that the time allowed for product return had a positive impact on retailer's image and a negative impact on the felt need for additional information. In addition, RPGPs allowing a money refund led to a more positive retailer's image. Contrary to expectations, the characteristics of RPGPs did not have an influence on the perception of product quality. Financial risk was a significant moderator of the relationship between the terms of the RPGP and retailer's image and of the relationship between the length allowed for returning the product and the need for additional information, but it did not moderate the other relationships. Product complexity moderated the relationship between length of time and the need for more information but had no moderating impact on the other relationships. The results of this study offer some insights to retailers wishing to evaluate the benefits of RPGPs for their retail operations and contribute to the body of scientific knowledge concerning this important topic in retail management. (C) 2007 Elsevier Ltd. All rights reserved.