| Abstract [eng] |
In recent years, e. popularity of trade, the biggest leap was made in the COVID-19 pandemic in the world. 2020 has become a real challenge for both business and society. With the introduction of quarantine and the closure of all non-essential goods stores, businesses have moved into e-commerce to adapt to change. It was an opportunity for business not to stop and continue trading, and for consumers to purchase the necessary goods conveniently and quickly at any time of the day. However, it is important to keep in mind that e-commerce also has its downsides. The scientific literature analyzes the behavior of shoppers, which encourages them to buy, how to attract new customers and maintain the loyalty of the old ones, and how the consumer experience of returning goods affects shopping. However, there is little analysis of the importance of the consumer return experience for the company, the knowledge gained during the process and how it can be used in the company's subsequent processes. It is known that companies ask consumers to provide information on the reason for returning the product. This knowledge can help the company to analyze the products to be returned, to understand whether the return of specific goods can be controlled or not, to predict the possible quantities of product return. With this information, it is possible to properly manage product return processes in order to gain knowledge and benefits, reduce the amount of returned goods, and increase consumer loyalty. Proper and effective knowledge management is becoming increasingly important and relevant for companies that want to be competitive in the marketplace. In writing this paper, it was important to answer the question: What knowledge gained during the return of goods can be used in a company’s knowledge management processes? |
