Browsing by Author "Anandu"

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    A study on relation between reverse logistics and customer satisfaction in E-Commerce
    (Indian Maritime University, 2025-05-25) Anandu
    The rapid evolution of e-commerce has redefined consumer expectations, placing increasing importance on post-purchase services such as returns and refunds. This study investigates the relationship between reverse logistics (RL) practices and customer satisfaction in the e-commerce sector. It explores how technological advancements, particularly artificial intelligence (AI), Internet of Things (IoT), and automation can transform traditional return processes into strategic tools that enhance customer experience. Using primary data collected from 70 e-commerce consumers and applying multiple regression and ANOVA analysis, the study identifies key reverse logistics factors that significantly influence customer satisfaction. Notably, clear return policies, ease of the return process, and real-time return tracking were found to have a statistically significant positive impact. Conversely, complete automation and AI-driven processes, while promising, did not independently enhance satisfaction, indicating the importance of maintaining a balance between technology and human-centered services. The study concludes that reverse logistics must be seen as a strategic function critical to customer retention, brand trust, and competitive advantage rather than merely a cost-driven aftersales activity. The findings offer valuable insights for e-commerce firms aiming to design efficient, transparent, and customer-centric reverse logistics systems.