Research on the evaluation system for E-commerce return logistics service quality: A case study of the Taobao platform
Huanli Fan
Sehan University
Dubae Jeong
Sehan University
DOI: https://doi.org/10.59429/bam.v8i1.13613
Keywords: E-commerce; return logistics; service quality; evaluation system
Abstract
In the digital economy, high return rates for online shopping have made return logistics a critical factor in E-commerce development, yet existing evaluation systems struggle to accommodate the unique characteristics of reverse logistics for returns. Taking Taobao as the research subject, this paper constructs a four-dimensional evaluation system for return logistics service quality, encompassing return policies, communication quality, process quality, and consumer costs. Factor analysis was employed to determine the weighting of indicators. Findings indicate that return policies and communication quality serve as core primary indicators. Among secondary indicators, timely customer service response and reasonable return reason stipulations carry higher weights, while consumers exhibit lower sensitivity to process execution and cost allocation details. These results provide insights for E-commerce platforms to optimize return logistics services and enhance consumer trust and loyalty.
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