A study on customer satisfaction in reverse logistics operation with special reference to flipkart in coimbatore region

This study demonstrates that Flipkart's reverse logistics operations in Coimbatore achieve satisfactory customer outcomes, with overall satisfaction rates between 68% and 82% and a return cycle predominantly completed within one week. Three chi-square analyses and a Pearson correlation confirm that return-process convenience, ease, and tracking transparency are the primary drivers of satisfaction — not promotional incentives or brand reputation. The dominant cause of returns — quality not matching expectations — points to a preventable upstream issue that better product descriptions and pre-dispatch quality checks could address. Practically, Flipkart and competing e-commerce operators should focus on: (i) simplifying the return initiation process so customers can complete it without staff intervention; (ii) expanding door-pickup coverage to eliminate the need for customers to visit drop-off centres; (iii) enhancing real-time tracking notifications throughout the return journey; and (iv) investing in more accurate product listings to reduce quality-mismatch returns. Given that more than 95% of consumers are willing to repurchase from a retailer with a positive return experience, optimising reverse logistics represents a direct lever for revenue retention and customer loyalty. This study is limited by its geographic scope (Coimbatore) and convenience sampling. Future research should extend the framework to multiple cities, incorporate seller-side data, and apply structural equation modelling to test causal relationships among reverse logistics dimensions.

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