Abstract
The study evaluates the effect of reverse logistics operational responsiveness on customer satisfaction in retailing. Data was gathered from 223 online shoppers and the data was analyzed using descriptive analysis to analyze the type of product return and the reasons for return while the effect of reverse logistics operational responsiveness on customer satisfaction was analyzed using multiple regression in accordance with the output of SPSS 21.0 Findings indicated that operational responsiveness in the reverse logistics process significantly influences customer satisfaction.
Highlights
Reverse logistics which involves the return movement of goods and services in the supply chain, is becoming a necessary business activity regardless of industry or product/services involved as delivering product to the customer does not always end the business cycle
Reverse logistics can offer an opportunity for companies to differentiate or distinguish themselves with customers (Daugherty et al, 2002; Tan et al, 2003) and can be a differentiating factor affecting competitiveness; focused effort is needed to efficiently manage returns (Genchev, 2007) as the potential neglect of the reverse logistics process can reduce the amount of value the firm may extract from returned product, negatively impact customer relationships, and possibly increase reverse logistics costs due to inadequate management oversight of the process (Souza et al, 2006)
While 3.59% of the shoppers returned the products as it had expired upon receipt when the products are perishable/processed food items 9.42% stated that the wrong items were shipped for delivery even though the correct items were placed for order with the retailers
Summary
Reverse logistics which involves the return movement of goods and services in the supply chain, is becoming a necessary business activity regardless of industry or product/services involved as delivering product to the customer does not always end the business cycle. Due to increased levels of customization, supply chains have become more complex as customers demand more in terms of products and service offerings. Reverse logistics can offer an opportunity for companies to differentiate or distinguish themselves with customers (Daugherty et al, 2002; Tan et al, 2003) and can be a differentiating factor affecting competitiveness; focused effort is needed to efficiently manage returns (Genchev, 2007) as the potential neglect of the reverse logistics process can reduce the amount of value the firm may extract from returned product, negatively impact customer relationships, and possibly increase reverse logistics costs due to inadequate management oversight of the process (Souza et al, 2006). The study investigates the influence of reverse logistics operational responsiveness on customers’ satisfaction
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