The effects of the returning behaviour in the profitability of customers within fashion e-commerce
Tutor / director / evaluatorHjort, Klas
Document typeMaster thesis (pre-Bologna period)
Rights accessRestricted access - confidentiality agreement
The purpose of this thesis is to explore how the experience that customers gain by means of their purchasing and returning behaviour affects their profitability for the e-commerce fashion company. More specifically, how the profit per order or per period of time that this customers represent varies, depending on his previous experience. With this in mind, the goal set is to identify connections between the purchasing and returning behaviour of the customers; and the variation in the profitability of these e-commerce fashion customers.