Impact of Return Policy on Customer Satisfaction in Online Shopping: An Empirical Study of Indian E-commerce Consumers

This study investigates the impact of return policy features on customer satisfaction in India's rapidly growing e-commerce sector. Through a comprehensive survey of Indian online shoppers, this research examines the relationship between factors influencing various return policies and customer satisfaction levels. The findings indicate that easy return processes, quick refund procedures, and clear policy terms are the most important factors influencing customer satisfaction. The study results indicate that simplicity and speed of the process are more valuable than extended time periods for returns. The study shows positive overall satisfaction trends with fashion/apparel being the most responsible for return rates. These insights provide the necessary support for e-commerce enterprises to improve their return policies, thereby improving customer satisfaction and customer retention in the competitive Indian market.