Reverse Logistics Factors: Linear Drivers of Customer Satisfaction in the E-commerce Business from the Customer’s Perspective
Article Sidebar
Main Article Content
Abstract
The continuous expansion of the global e-commerce sector has intensified market competition, compelling organizations to pursue strategies that enhance their competitive advantage. Reverse logistics management, particularly the product return process, is regarded as a crucial strategy directly influencing contemporary customer satisfaction. This research aimed to examine consumer satisfaction levels regarding product return factors associated with online purchasing and to investigate the relationship between return factors influencing satisfaction within the product return process in the e-commerce business. This study employed a quantitative research design. Data was collected via online questionnaires from a sample of 419 consumers with experience in returning online products, selected using convenience sampling. The data were analyzed using multiple regression analysis.
The findings revealed that reverse logistics factors were significantly associated with, and collectively predicted, 72.10 percent of the variance in consumer satisfaction. The factors influencing customer satisfaction with product returns include return locations, followed by communication channels for returns, and return policies, respectively. However, the return processing time was found to have no statistically significant relationship in predicting the level of customer satisfaction.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
ฉัตยาพร เสมอใจ, ศศนันท์ วิวัฒนชาต, และวัชรพงษ์ พนิตธารง. (2561). วิธีเปลี่ยนความผิดพลาดในการบริการเป็นความภักดี. วารสารมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยราชพฤกษ์, 3(3), 1-13.
ทศวรรษ ประเสริฐผล, และประสิทธิ์ มะหะหมัด. (2561). การกำหนดกลยุทธ์เพื่อแก้ปัญหาการส่งคืนสินค้าที่ซื้อผ่านอินเตอร์เน็ตของผู้บริโภคองค์กร RERATE. ใน การประชุมนำเสนอผลงานวิจัยบัณฑิตศึกษาระดับชาติ ครั้งที่ 1 (น. 986-997). มหาวิทยาลัยรังสิต. ปทุมธานี.
ธนัตถ์ภัทร ถิรธนัชดิลก, ประสพชัย พสุนนท์, และเกตุวดี สมบูรณ์ทวี. (2567). การศึกษาคุณภาพบริการโลจิสติกส์ในธุรกิจค้าปลีกออมนิแชนเนลในประเทศไทย: มุมมองของผู้ประกอบการ. วารสารอิเล็กทรอนิกส์การเรียนรู้ทางไกลเชิงนวัตกรรม, 14(1), 158-181.
Banihashemi, T. A., Fei, J., & Chen, P. S.-L. (2019). Exploring the relationship between reverse logistics and sustainability performance: A literature review. Modern Supply Chain Research and Applications, 1(1), 2-27.
Chou, P. F. (2015). An analysis of the relationship between service failure, service recovery and loyalty for low-cost carrier travelers. Journal of Air Transport Management, 47, 119-125.
Daugherty, P. J., Myers, M. B., & Richey, R. G. (2002). Information support for reverse logistics: the influence of relationship commitment. Journal of Business Logistics, 23(1), 85-106.
Field, A. (2018). Discovering statistics using IBM SPSS statistics. Sage publications limited.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis. Cengage Learning.
Hart, C. W., Heskett, J. L., & Sasser, W. E. (1990). The Profitable Art of Service Recovery. Harvard Business Review, 68(4), 148-156.
Hipólito, F., Dias, Á., & Pereira, L. (2025). Influence of Consumer Trust, Return Policy, and Risk Perception on Satisfaction with the Online Shopping Experience. Systems, 13(3).
Holloway, B. B., & Beatty, S. E. (2003). Service Failure in Online Retailing: A Recovery Opportunity. Journal of Service Research, 6(1), 92-105.
Janakiraman, N., Syrdal, H. A., & Freling, R. (2016). The Effect of Return Policy Leniency on Consumer Purchase and Return Decisions: A Meta-analytic Review. Journal of Retailing, 92(2), 226-235.
Kawa, A. (2019). Returns in e-commerce as a value for customers from different perspectives. in the 19th International Scientific Conference Business Logistics in Modern Management (pp. 43-58). Osijek. Croatia.
Kottler, P., & Keller, K. L. (2006). Marketing management (12th ed.). Upper Saddle River, NJ: Prentice Hall.
Lantz, B., & Hjort, K. (2013). Real e-customer behavioural responses to free delivery and free returns. Electronic Commerce Research, 13(2), 183-198.
Li, M., Choudhury, A., & Zhang, N. (2024). Understanding how customer interaction drives e-loyalty during returns handling in online retailing. Journal of Research in Interactive Marketing, 19(4), 590-607.
Lysenko-Ryba, K., & Zimon, D. (2021). Customer Behavioral Reactions to Negative Experiences during the Product Return. Sustainability, 13(2), 448.
Majchrzak-Lepczyk, J. (2018). Creating Values for the Customer in E-commerce. in VISUOMENĖS SAUGUMAS IR VIEŠOJI TVARKA Public Security and Public Order (pp. 171-181). Mykolas Romeris University. Lithuania.
Martínez-López, F. J., Feng, C., Li, Y., & López-López, D. (2022). Using instant refunds to improve online return experiences. Journal of Retailing and Consumer Services, 68, 103067.
Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N.-u.-A., & Javed, M. K. (2021). The influence of e-customer satisfaction, e-trust and perceived value on consumer's repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184-2206.
Mukhopadhyay, S. K., & Setaputra, R. (2007). A dynamic model for optimal design quality and return policies. European Journal of Operational Research, 180(3), 1144-1154.
Nanayakkara, P. R., Jayalath, M. M., Thibbotuwawa, A., & Perera, H. N. (2022). A circular reverse logistics framework for handling e-commerce returns. Cleaner Logistics and Supply Chain, 5, 100080.
Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and Opportunities in Multichannel Customer Management. Journal of Service Research, 9(2), 95-112.
Oliver, R. L. (2010). Satisfaction: A behavioral perspective on the consumer (2nd ed.). New York, NY: Routledge.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7(3), 213-233.
Pornpitakpan, C. (2010). The effect of option choice reversibility on product option choices and regrets. Asia Pacific Journal of Marketing and Logistics, 22, 545-553.
Precedence Research. (2025). Reverse Logistics Market Size and Forecast 2025 to 2034. Retrieved from https://www.precedenceresearch.com/reverse-logistics-market
Rokonuzzaman, M., Iyer, P., & Harun, A. (2021). Return policy, No joke: An investigation into the impact of a retailer's return policy on consumers' decision making. Journal of Retailing and Consumer Services, 59, 102346.
Smith, A. (2005). Reverse logistics programs: Gauging their effects on CRM and online behavior. VINE, 35, 166-181.
Statista. (2025a). Retail e-commerce sales worldwide from 2022 to 2028. Retrieved from https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/
Statista. (2025b). Size of the reverse logistics market in Asia-Pacific from 2015 to 2019. Retrieved from https://www.statista.com/statistics/1248559/reverse-logistics-market-size-asia-pacific/?srsltid=AfmBOorM8mb_8PXbk_kaCJNqoowKyIi5RQKw6dNIjPvPMxZliUilLEB1
Thibbotuwawa, A., Nanayakkara, P. R., Fernando, W. M., Jayalath, M. M., Perera, H. N., & Nielsen, P. (2023). A Reverse Logistics Network Model for Handling E-commerce Returns. IFAC-PapersOnLine, 56(2), 138-143.
Walsh, G., Möhring, M., Koot, C., & Schaarschmidt, M. (2014). Preventive product returns management systems: A review and a model. In Proceedings of the 22nd European Conference on Information Systems. Tel Aviv. Israel.
Wood, S. L. (2001). Remote purchase environments: The influence of return policy leniency on two-stage decision processes. Journal of Marketing Research, 38(2), 157-169.
Yee, P. W., & Puttibarncharoensri, P. (2024). Impact of Logistics Service Quality on E-shopper Satisfaction and Loyalty in Yangon: A Quantitative Study. Asian Health, Science and Technology Reports, 32(1), 49-67.
