如何面對市場多樣的差異性一直是許多零售業者需要面對的難題，提供多種不同等級產品或服務的組合是許多零售業者常採用的手法；而在品質差異市場的銷售策略中，服務升級之類似於機率銷售的手法相當常見。但消費者的差異性不只存在於購買產品前，也存在於購買產品後。因此，在納入消費者退貨可能性後，服務升級或機率銷售是否依然能夠實行及如何訂定最佳銷售策略對零售商而言仍是重要的課題。
本研究欲探討在消費者存在退貨可能性的情況下，零售商採用針對高階消費者策略、強市場區隔策略、弱市場區隔策略及機率銷售策略搭配不同的退款金額區間對零售商決策產生的影響，並分別建構兩個模型。模型一為零售商販售的產品品質水準為外生變數的情況下，探討不同的銷售策略與退款金額區間對零售商定價及利潤產生的影響。模型二則使零售商能自行訂定產品品質水準，並更進一步比較不同品質產品的品質水準差異。
本研究發現，當產品品質為外生變數時，機率銷售於大部分情境為最佳銷售策略，唯有在高品質產品產能過剩情況嚴重或消費者為高機率退貨且不適合之產品對於消費者剩餘價值低時，最佳策略為弱市場區隔策略。當產品品質水準為內生變數時，機率銷售策略於任何情境皆為最佳策略。最後，當高品質產品產能能夠幾乎完全消耗時，零售商應擴大兩種產品之品質水準差距以獲得最大利潤；反之，在高品質產品產能過剩情況嚴重時，零售商則應縮小兩種產品之品質水準差距。

This thesis studied the effect of customer return on the retailer’s selling strategy choice in a quality-differentiated market. In this study, we considered a monopoly retailer selling two quality-differentiated products to the market consisting of high type and low type customers. High type customers value quality more than low type customers, and both types of customers may incur product return. The retailer should determine the selling strategy, price and the amount of customer refunds before he sells the products to the customers. This study developed models to analyze the profit of the retailer when adopting different selling strategies and different amounts of customer refunds. Furthermore, we also discussed the scenario when the quality level is endogenous for the retailer. The results showed that probabilistic selling dominates the other selling strategies in most situations no matter the quality level is exogenous or endogenous. And, we found that when the quality level is endogenous, the retailer should pay attention to the increment of the market size of high type customers if they want to increase profit when adopting probabilistic selling. Finally, when the capacity of high quality products is almost consumed, the retailer shall increase the quality difference to gain more profit; otherwise, he shall decrease the quality difference.

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