Understanding Why Customers Choos to Abuse or Not to Abuse, Return Policies: The Customer’S Return is Not Always Legitimate!

Abstract

In this research, we develop and test a research model that investigates the effects of consumer emotional intelligence (EI) on three coping strategies (active, expressive, and denial) and explore the mediating role of self-efficacy in this process. We further examine effects of coping strategies on consumer desire to complain. Australian consumers (n = 252) responded to a scenario-based questionnaire about a service failure in a hotel setting.