Leniency Factors: An Insight into the Online Customer Return Behaviour

The online or electronic marketplace are experiencing accelerated growth and adopting of new phenomena in a new order. Having the highest rate of growth, it is inevitably attach the concepts of latent aspect of flip-side of customer return behaviour. The main aim is to know the demographic features and to understand underlying dimension of latent prime factors of Leniency and customer return behaviour. This study descriptive approach in nature and to exploring the data collected, collected through structural Likert scale instrument from the population of online retail customer. The data analysed with strength of the instruments, for extracting the factors using PCA. The current study extracts the factors which are underlying of dimensions of Leniency, Customer return behaviour. The researcher study the demographic imputes that mould the behaviour of the significant return behaviour. By this the items (measured indicators), the study comprehends the relationship among the latent factors of Leniency, customer return behaviour. The demographic features plays a vital role viz., gender and age group plays vital propel in determining the online customer return behaviour. Indeed, the relationship among those variables also signifies for developing better marketing offering, and better online return management.