ETHICAL AND OPERATIONAL DIMENSIONS OF ECOMMERCE RETURNS: EXPLORING CONSUMER SATISFACTION, RETURN BEHAVIOUR AND BUSINESS PRACTICES

This study examines the ethical considerations and managerial tensions related to return behavior in e-commerce, emphasizing the factors that affect consumer satisfaction and repurchase intentions. Hence, a combination of quantitative approaches, closed-ended questionnaires, and qualitative research approaches, including interviews and case studies, was used. Primary studies show that return behavior affirms a direct relationship with customer satisfaction, as customers with higher returns exhibit greater satisfaction when return procedures are efficient and customerfriendly. Another determinant investigated was the income level of the consumer, which was proven to have an impact on satisfaction, while the demographic profile of the consumer base bore no relation to satisfaction. Cluster analysis in this study identified different consumer segments, each displaying unique return behavior and satisfaction drivers. Designing return policies and service strategies for these specific consumer types was found to enhance overall customer satisfaction and simultaneously reduce e-commerce return rates. This underscores the importance of segment-specific approaches in e-commerce to optimize both ethical and operational outcomes for all stakeholders. Besides, this study highlights the need to ensure that return policies are based on ethical values to earn customer trust and positive product referrals. This study provides valuable suggestions for e-commerce businesses interested in enhancing the quality of consumer experience and aligning organizational goals with their broader social responsibilities.