An investigation into the timing of consumer requests for price‐matching refunds

Purpose – The paper proposes investigating the timing of consumer requests for price‐matching refunds, the relationship between the refund timing and consumer repeat store purchase and the reasons for buying from the price‐matching store when a lower competitive price is found before purchase. Design/methodology/approach – In Study 1, qualitative research (consumer interviews) was conducted; Study 2 uses a shopping simulation in which the timing of consumer refund‐seeking behavior is observed, and Study 3 involves a consumer survey in which information on consumer refund‐seeking behavior at real stores is gathered. Findings – The paper finds that consumers request price‐matching refunds more frequently at the time of purchase than after the purchase. Seeking (and receiving) the price‐matching refund is associated with higher repeat store purchase behavior than not having had a refund‐seeking experience. Key reasons for buying from the price‐matching retailer when a lower competitive price is found before purchase include convenience, tangible extras, and store reputation/service quality. Research limitations/implications – A student convenience sample was used. In Study 2, fictitious stores were used. In Study 3, the timing of refund seeking may have been different on other (not reported) occasions. Ability to seek the refund was not accounted for. Practical implications – The majority of the retailer's price‐matching cost will come from issuing at‐the‐time‐of‐purchase refunds, when consumers possess more bargaining power. A positive refund‐seeking experience may create a more loyal customer. In addition to being a low‐price signal, price‐matching policies can serve as signs of retailers' customer orientation. Originality/value – This research fills the gap in understanding the consumer price‐match refund‐seeking behavior and offers practical implications for retailers employing price‐matching guarantees.