The Impact of resource commitment on reverse logistics and customer loyalty : a study based on selected retail consumer electronic company in Sri Lanka

Abstract

This study aimed to investigate the impact of reverse logistics resource commitments on customer loyalty in Sri Lanka. The study objectives were achieved by analyzing data collected from a sample of 100 customers who have experienced returning products to retailers in the past six months. The research methods included a self-administered questionnaire survey and data analysis using SPSS software. The obtained research findings of this particular study revealed that there is a positive connection between return policies, speedy solutions, service recovery, and user-friendly communication channels, and customer loyalty. On the other hand, there is a negative correlation between a lack of these reverse logistics resource commitments and customer loyalty. The data analysis results indicated that the majority of customers are neutral in their experience level with reverse logistics processes. Additionally, the study found that 85% of customers have had previous return experiences with retailers, and all respondents have bought products that were returned. Based on the findings, the study recommends that retailers in Sri Lanka should focus on implementing customer-centric reverse logistics resource commitments to enhance customer loyalty. This could include clear return policies, quick and effective solutions, efficient service recovery, and user-friendly communication channels. By doing so, retailers can build trust and enhance customer satisfaction, which ultimately leads to customer loyalty