Impact of reverse logistics on customer satisfaction: A research on e-commerce platforms in Vietnam

Huong Tran Thi Thu, Khac Huy Nguyen, Minh Hai Vu, Phan The Cong

Article ID: 4577
Vol 8, Issue 5, 2024

VIEWS - 790 (Abstract) 583 (PDF)

Abstract


Vietnamese e-commerce has recently experienced a robust growth, especially e-commerce platforms such as Shopee, Lazada, Tiki. Reverse logistics has been pointed out as having a significant impact on the performance of an e-commerce platform. To capture the actual impact of some reverse logistics factors, i.e, Return Processing Time (RPT), Return Policy (RP), Return Cost (RC), Customer Service (CSR), and Post-Return Product (PRP), on Customer Satisfaction (CS), an OLS model was conducted. The results indicated significant correlation between all independent variables and dependent variables, which CSR shows the greatest correlation and PRP shows the weakest correlation.  The study then made some suggestions for e-commerce platforms in Vietnam to enhance their reverse logistics process to get higher customer satisfaction.


Keywords


reverse logistics; customer satisfaction; e-commerce; e-commerce platforms; Vietnamese e-commerce

Full Text:

PDF


References


Adebayo, T. (2022). An evaluation of reverse logistics responsiveness and customer satisfaction in retailing. International Journal of Research in Business and Social Science,11(1), 93–98. https://doi.org/10.20525/ijrbs.v11i1.1570

Autry, C. W., Daugherty, P. J., & Glenn Richey, R. (2001). The challenge of reverse logistics in catalog retailing. International Journal of Physical Distribution & Logistics Management, 31(1), 26-37.

Bailey, J. E., Pearson, S. W. (1983). Development of a Tool for Measuring and Analyzing Computer User Satisfaction. Management Science, 29(5), 530–545. https://doi.org/10.1287/mnsc.29.5.530

Beckley, D. K, & Logan, W. B (1948). The retail sales person at work. Gregg publishing, New York, NY.

Bernon, M., Rossi, S., & Cullen, J. (2011). Retail reverse logistics: a call and grounding framework for research. International Journal of Physical Distribution & Logistics Management, 41(5). pp. 484-510. https://doi.org/10.1108/09600031111138835

Charles, J. (2014). Refunds and returns: What to do when your online orders fail to deliver. Available online: https://www.theguardian.com/money/2014/dec/22/refund-returns-online-orders-fail-deliver-christmas (accessed on 4 January 2024).

Chiarini, A., Douglas, A. (2018). The impact of logistics solutions on customer satisfaction: an exploratory qualitative study of manufacturing companies. Sinergie Italian Journal of Management, 97, 255–270. https://doi.org/10.7433/s97.2015.16

Coyle John, J., Bardi Edward, J., Langley, C. J. Jr. (2002). Logistics management (Polish). Polskie Wydawnictwo Ekonomiczne SA.

Das, D., Kumar, R., & Rajak, M. K. (2020). Designing a Reverse Logistics Network for an E-Commerce Firm: A Case Study. Operations and Supply Chain Management, 13(1). pp 48-63. http://doi.org/10.31387/oscm0400252.

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. https://doi.org/10.1002/j.2158-1592.2002.tb00017.x.

de Araújo, A. C., Matsuoka, E. M., Ung, J. E., et al. (2017). An exploratory study on the returns management process in an online retailer. International Journal of Logistics Research and Applications, 21(3), 345–362. https://doi.org/10.1080/13675567.2017.1370080

de Brito, M. P., Dekker, R. (2004). A Framework for Reverse Logistics. In: Dekker, R., Fleischmann, M., Inderfurth, K., Van Wassenhove, L.N. (editors). Reverse Logistics. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-24803-3_1

Department of E-Commerce and Digital Economy. (2022). Vietnam E-Commerce 2022 Report. Available Online: https://idea.gov.vn/file/1a4f8517-113d-4dab-b9f8-e4304a7b9d3d (accessed on 4 January 2024).

Fleischmann, M. (1997). Quantitative models for reverse logistics: A review. European Journal of Operational Research, 103(1). pp. 1-17.

Genchev, S. E. (2007). Assessing reverse logistics complexity: Conceptual model, scale development, and a case study [PhD thesis]. University of Oklahoma.

Hair, J. F., Tatham, R. L., Anderson, R. E., et al. (1998). Multivariate Data Analysis, 5th edition. New Jersey: Prentice-Hall, Inc.

Jack, E. P., Powers, T. L., & Skinner, L. (2010). Reverse logistics capabilities: antecedents and cost savings. International Journal of Physical Distribution & Logistics Management, 40(3), 228–246. https://doi.org/10.1108/09600031011035100.

Jalil, E. E. A. (2019). Customer satisfaction and reverse logistics in e-commerce: The case of Klang valley. Available online: https://docplayer.net/169628686-Customer-satisfaction-and-reverse-logistics-in-e-commerce-the-case-of-klang-valley.html (accessed on 8 January 2024).

Kotler, P., Armstrong, G. (2004) Principles of marketing, 10th edition, New Jersey: Prentice Hall.

Lysenko-Ryba, K. (2017). The Impact of Reverse Logistics on Customers Satisfactione. Available online: https://www.researchgate.net/publication/321724743_The_Impact_of_Reverse_Logistics_on_Customers_Satisfaction (accessed on 4 January 2024).

Malone, R. (2004). Closing the Supply Chain Loop. Inbound Logistics, 24 (1): 217-221

Massey, M. (2018). Update: House of Fraser delivery problems – your consumer rights. Available online: https://www.which.co.uk/news/2018/08/house-of-fraser-delivery-problems-your-consumer-rights/ (accessed on 4 January 2024).

Mohamed, A. G., Fathi, A. A., Marouf, M. A., et al. (2015), Impact of Reverse Logistics Applications on Customer Satisfaction. Available online: http://ieomsociety.org/IEOM_Orlnado_2015/papers/189.pdf (accessed on 9 January 2024).

Murphy, P. R., & Poist, R. P. (1989). Managing of logistics retromovements: an empirical analysis of literature suggestions. Transportation Research Forum, 29. pp. 177-184.

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. https://doi.org/10.1016/j.clscn.2022.100080

Ogunleye, A. (2013). Reverse Logistics Return Policies and Their Possible Impacts On Customer Loyalty In E-Retailing Environment. Available online: https://aaltodoc.aalto.fi/bitstream/handle/123456789/21331/hse_ethesis_14509.pdf?sequence=1&isA llowed=y (accessed on 9 January 2024).

Pollock, W. K. (2007). Using reverse logistics to enhance customer service and competitive performance. Reverse Logistics Magazine. Available online: www.RLmagazine.com (accessed on 9 January 2024).

Quan, N. H., Chi, N. T. K., Nhung, D. T. H., et al. (2020). The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction. Management Science Letters, 63–76. https://doi.org/10.5267/j.msl.2019.8.015

Rao, S., Lee, K. B., Connelly, B., & Iyengar, D. (2018). Return time leniency in online retail: a signaling theory perspective on buying outcomes. Decision Sciences, 49(2), 275-305.

Rogers, D. S., Tibben-Lembke, R. S. (1999). Going backwards: reverse logistics trends and practices. RLEC Press.

Schiffman, L. G., Kanuk, L. L. (2004). Consumer Behaviour, 8th ed. New York: Prentice Hall, Upper Saddle River.

Somuyiwa, A. O., Adebayo, I. T. (2014). An empirical study of the effect of reverse logistics objectives on the economic performance of food and beverages companies in Nigeria. International Review of Management and Business Research, 3(3), 1484-1493.

Song, C., Xu, B., & Xu, L. (2023). Dual-Channel Supply Chain Pricing Decisions for Low-Carbon Consumers: A Review. Journal of Intelligent Management Decision, 2(2), 57–65. https://doi.org/10.56578/jimd020202

Soo, J. (2018). SPSS Analysis. Research Methodology. DKG 2/9, UUM, Malaysia.

Souza, M. T. S., Vasconcelos, M. W., & Pereira, R. S. (2006). The contribution of reverse logistics to adequacy of the solid residue national policy: A case study in packing sector. In: Symposium of Business Management and Strategy; 10–13 July 2006; Rio de Janeiro, Brazil.

Tan WK, A., Shin Yu, W., & Arun, K. (2003). Improving the performance of a computer company in supporting its reverse logistics operations in the Asia‐Pacific region. International Journal of Physical Distribution & Logistics Management, 33(1), 59–74. https://doi.org/10.1108/09600030310461007

Terry, S. H (1967). The retailer's maual, Jennings Brothers, Newark reprinted by B. Earl Puckett Fund for Retai Education, Guinn, New York, NY.

Viet Nam E-Commerce Association (VECOM). (2022). Vietnam E-Business Index – The Second Wave of E-commerce. Available online: https://drive.google.com/file/d/1a-rAYs2fMg8PvKKxfpUyT18L_de8qbeT/view (accessed on 6 January 2024).

Vlachos, D., & Dekker, R. (2003). Return handling options and order quantities for single period products. European Journal of Operational Research, 151(1), 38-52.

Wang, I.-M., Shieh, C.-J., & Hsiao, J. (2005). The relationship between service quality, customer satisfaction and customer loyalty: a study on the management consulting industry. Journal of Information and Optimization Sciences, 26(2), 371–384. https://doi.org/10.1080/02522667.2005.10699655

Wang, L., & Sun, H. (2022). Influencing Factors of Second-Hand Platform Trading in C2C E-commerce. Journal of Intelligent Management Decision, 2(1), 21–29. https://doi.org/10.56578/jimd020103

Wilson, A., Zeithaml, V. A., Bitner, M. J., et al. (2008). Services Marketing. McGraw-Hill Education.

Zeithaml, V. A., Bitner, M. J. (2000). Services Marketing: Integrating Customer Focus across the Firm, 2nd ed. McGraw-Hill.

Zumbach, L. (2016). Online shopping makes it easier for consumers, but returns are still a hassle. Available online: https://www.chicagotribune.com/business/ct-retail-returns-1228-biz-20161227-story.html (accessed on 6 January 2024).




DOI: https://doi.org/10.24294/jipd.v8i5.4577

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Huong Tran Thi Thu, Khac Huy Nguyen, Minh Hai Vu, Phan The Cong

License URL: https://creativecommons.org/licenses/by/4.0/

This site is licensed under a Creative Commons Attribution 4.0 International License.