Analysis of factors affecting customer satisfaction with the return policy in reserve logistics services on e-commerce platforms

Abstract

In recent years, the industry of E-commerce has grown in popularity in Vietnam. Customer satisfaction when using the return policy in the reverse logistics process is crucial in boosting customers' C-commerce platform shopping confidence. As a result, administrators are always looking for ways to improve their online retail business. The study "Analysis of factors affecting customer satisfaction with the return policy in reverse logistics services on E-commerce platforms" examined the factors determining customer satisfaction with return policies. On E-commerce platforms operating in Vietnam, a return policy with reverse logistics is available. The authors used mixed methods, including qualitative research methods and quantitative research methods, to conduct this study. In this case, qualitative research aims to clarify the meaning, confirm, adjust, and supplement observed variables to measure concepts in the theoretical research model. Quantitative research was carried out with a sample of 195 customers through surveying to evaluate the scale and assess the relevance of the research model. Based on the theory of consumer behavior combined with the theory of perceived fairness, the authors have identified 6 independent variables: "Procedural Justice" with 4 observed variables, "Interactive Justice" with 3 observed variables, "Distributive Justice" with 3 observed variables, "Trust" with 4 observed variables, "Empathy" with 4 observed variables, "Assurance" with 4 important variables, and the dependent variable "Satisfaction". The final result is that the study accepts 3 independent variables, of which: "Procedural justice" has the strongest impact, followed by the variable "Assurance" and finally the variable "Interactive Justice". Academically, the research contributes to the introduction of a customer satisfaction measurement scale for product return policy. At the same time, this study provides some suggestions and solutions for online retailers and policymakers to develop strategies and improve E-commerce services in Vietnam. In addition, the authors also give some limitations on the topic and suggest future research directions.