USING STATISTICAL TECHNIQUES TO INVESTIGATE CHINESE ONLINE REVERSE LOGISTICS CUSTOMER SATISFACTION

Abstract

The Chinese e-commerce industry has experienced significant growth. This paper summarizes the published research on the impact of reverse logistics on the repurchase intention of Chinese e-commerce customers, aiming to establish the relationship between variables such as return policy, transportation cost, limited return window and customer satisfaction, and repurchase intention. This paper summarizes published research on the impact of reverse logistics on customer satisfaction in e-commerce in China. The study collected data from 189 respondents through an online survey and analyzed it using SPSS. The results of this study are expected to be validated with previous research trying to test the fitting degree of SPSS data analysis results and previous research results.