Consumer perspectives on reverse logistics in e-commerce in Gauteng, South Africa

Abstract

The rapid growth of e-commerce has significantly increased product returns, making reverse logistics a critical component of sustainable supply chain management. The purpose of this study is to examine consumer perspectives on reverse logistics in Gauteng, South Africa, where infrastructural constraints and diverse consumer expectations pose unique challenges. A quantitative research method was employed, with data collected from 250 online shoppers through a self-administered questionnaire. Exploratory factor analysis confirmed five underlying constructs, which are Return policy transparency, Efficiency of return process, Customer support, Customer satisfaction and Trust. Multiple regression analysis tested the construct's predictive power. The findings reveal that Return policy transparency was the strongest predictor of consumer satisfaction, while efficiency and customer support were less influential in this context. The findings highlight that clear, accessible return policies improve consumer trust and satisfaction, even in the presence of operational inefficiencies. This study highlights that the strategic role of transparent communication instils positive return experiences in emerging markets. The study contributes to reverse logistics literature by integrating behavioral dimensions into operational frameworks and offers practical implications for retailers aiming to build consumer trust without heavily investing in infrastructural investments.

Keywords: {'name': 'Reverse logistics'}, {'name': 'Consumer satisfaction'}, {'name': 'Return policy'}, {'name': 'E-commerce'}, {'name': 'Consumer trust'}

Authors & affiliations

Babra Duri
University of Johannesburg

Blessing Takawira
University of Johannesburg

Xihluke Maluleke
University of Johannesburg

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