Sustainability in Reverse Logistics: Reshaping Customer Satisfaction Through Flexible Timing and Accessible Services in Online Retail Returns

This study delves into the critical domain of customer-centric reverse logistics in online retail, a pivotal yet often overlooked aspect of e-commerce operations. Recognizing the escalating significance of efficient return processes in shaping customer satisfaction and loyalty, this research centers on key features such as flexible return windows, 24/7 return initiation, drop-off points, scheduled pickups, real-time tracking, and personalized communication. Through a comprehensive mixed-methods approach, encompassing a survey of 425 respondents and qualitative interviews with industry experts, the study scrutinizes the impact of these customer-centric elements on the overall return experience. The findings shed light on the nuanced relationships between specific features and customer satisfaction, offering practical insights for e-commerce traders aiming to optimize their reverse logistics strategies. As online retailers navigate an increasingly competitive landscape, understanding and enhancing the return experience emerges as a strategic imperative, influencing brand perception and fostering customer loyalty in the digital marketplace.