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BACKGROUND

Introduction
The purpose of this paper is to determine how customer service and return policies in the retail industry, primarily WAL-MART, can be improved. It has been thought for many years now that outstanding customer service and liberal return policies satisfy the average retail consumer. The more convenient their shopping experience is the more apt they are to return to the store. This is thought to be very much the same with return policies. The more liberal the return policy is, the more apt a customer is to shop at that store. People buying gifts want to be assured they can be refunded if their friend or companion is not satisfied. This is the same for themselves also. The customer wants to be assured they are getting their bang for their buck so to speak. If they do not, they expect to be refunded or provided an opportunity to exchange merchandise. The question that the WAL-MART, as well as other retailers need ask, is if making return policies mo...