The effect of reverse logistics activities on customer satisfaction in e-commerce

This thesis study, entitled "The Effect of Reverse Logistics Activities on Customer Satisfaction in E-Commerce", primarily discusses the concept of electronic commerce. Besides, it explains the development processes of e-commerce, its benefits and the payment systems used in e-commerce. Then it gives information about how the concept of logistics appeared and what the historical processes of logistics were. In addition to these, this study explains how the concept of reverse logistics appeared, which processes it has gone through by now, why it is important and should be implemented. Many virtual organizations have emerged with the development of e-commerce lately. These virtual organizations provide customers with some advantages such as saving time, getting high quality services and affordable prices. However, the fact that the products that have been purchased sometimes do not meet the expectations of the buyers brings about some problems. Hence, optimized return processes become very important for customers. Customers who haven't faced any problems during the return process will feel more satisfied; thus they will probably visit the website again soon. The aim of this study is to analyze the effects of reverse logistics activities on customer satisfaction in e-commerce transactions. For that purpose, questionnaires were applied to 586 people who had returned a product that had been purchased online in the last one year. The data were analyzed using Statistical Package for the Social Sciences (SPSS). Reliability analysis, frequency and percentage descriptive analysis, factor analysis and regression analysis were used for the study. Internal consistency of the scale was found to be .874. The results show that reverse logistics components (return policies, formalization, customer effort, service recovery) have positive effects on customer satisfaction; and that reverse logistics components have positive effects on the attitudes of customers to revisit the site.