To be present online is seen, in recent time, as a necessity for fashion companies in order to sustain on the market. Since online shopping lack the opportunity for customers to try on purchased products it entails a risk of experiencing dissatisfaction when orders are received. Through this, customers demand determinants that ensure safety within the purchase. Different kinds of customers might, however, possess various motivations for purchasing, stressing the requirements for variety in service value deliverance. Therefore, purchase and return policies comprise a significant importance in order to create attractiveness towards customers. The problem, though, consists of the balance between offering lenient purchase and return policies, to create competitiveness, but still considering excessive purchasing and depreciation of product value. There are several determinants affecting the shopping experience online. These were combined, with components of an online purchase, in a theoretical model to empirically test the key conceptual ideas embedded in the consumption system perspective. Further, primary data was conducted through company interviews and focus group interviews, with the aim to explore customer behavior online. Findings, from interviews compared with secondary data, analyzed through the theoretical model, indicates that the right of withdrawal and its additional components such as charges, time and inconvenience is interpreted differently by different customers. Further, it is up to e-tailers to discover the benefits and drawbacks of different policies in order to detect the most suited policy for them and their customers.

El texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado. / Nowadays, retailers in the trade industry are focused on meeting customers’ needs, as their priority is to make as many sales per day as possible. Stockouts lead to unattended sales, which mean loss of income. This endangers the place of the MSBs in the industry. This paper aims to prove that proposing a supply management model will reduce the number of lost sales due to stockouts. For this study, we analyzed three key processes (purchasing, storage and distribution), where we identified problems such as incomplete shipments and unfulfilled POs and replacement requests. To prove the viability of our proposal, a pilot was carried out in a pharmacy that has five dispensing premises and a central warehouse, which improved its stock availability from 82% to 89.5%.