Impact of Reverse Logistics Quality on Customer Loyalty and Repurchase Intention in Online Retail: An Evidence- Based Study

The growing popularity of e-commerce hasbrought about a major shift in the purchasing behaviorof consumers and the manner of managing supplychains. Although the concept of forward logistics hasgained prominence, reverse logistics, especially return,refund, and exchange, has become a major factor indetermining customer satisfaction and loyalty. Theresearch study employs a descriptive research design andprimary data collection techniques in the form of astructured questionnaire among 100 online shoppers.The results are analyzed using percentage analysis andmean score techniques. The results show that effectivereturn procedures, refund, and communication have asignificant impact on customer satisfaction, which inturn leads to improved customer loyalty and repeatpurchase intentions. The research concludes that reverselogistics should be considered a strategic activity and notjust an operational expense, and online retailers need towork on improving return procedures.