Proceedings of the 9^th International Conference on Operations and Supply Chain Management, Vietnam, 2019

Emy Ezura A. Jalil
Universiti Utara Malaysia

The e-commerce sector has been significant growth in Malaysia. Customer satisfaction has become an essential issue in the success of e-commerce customer experience. Customer satisfaction is essential for online retailers by providing a metric that they can use to manage and improve their online businesses. In Malaysia, online shoppers are facing difficulties in returning products, though they are facing with a faulty product. Hence, reverse logistics plays a vital role in e-commerce for increasing online shoppers’ buying confidence and customer satisfaction. However, there is limited studies focus on the impact of reverse logistics on customer satisfaction in e-commerce. Thus, this paper aims to determine the relationship between the variables of situational factors (advertising and accessibility) and customer satisfaction towards reverse logistics in e-commerce in the surrounding area of Klang Valley. The data are collected through the online survey and paper survey with 400 respondents who had an online shopping experience. The data are analysed using Pearson Correlation Analysis and Multiple Regression Analysis. The result of this study is expected to provide positive contributions to online retailers in understanding customer needs and wants, thereby creating a good return policy that committed to customers satisfaction and sustainable online shopping experience.

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