Factors influencing customer preference toward e-commerce platforms’ product return service

Abstract

As the global consumer becomes more and more reliable towards technology and digitalization. The amount of consumer that makes their purchases for their personal needs have increased exponentially as they don’t have to go to the physical shops and their products will be sent via courier service right to their doorsteps. According to author (Gupta, 2014), more business community have become aware of the e-commerce potential and its benefits. This scenario has changed the market from the traditional that’s more physical to an electronic marketplace that has seen the narrowing down of business capital size. As there’s a rapid increase in e-commerce market, the competitiveness among business community have also becomes more vigorous as to capture a bigger market share. In this research studies will focus on product return service influence customer preference when choosing e-commerce platform. The factor that will influence customer preference is cost of return, flexibility in product return process, logistics provider and information system. The objective of this research is to identify factors influencing customer preference towards e-commerce product return service, identify the significant factors influencing customer preference towards e-commerce product return service and to purpose work flow for return service management. Researcher has been choosing the southern region of Malaysia as the study area. For this research study, researcher has been chosen student that studied in the southern region of Malaysia as respondent. 3 biggest University in Johor that represent overall student in Southern region Malaysia. University Technology Malaysia Skudai, University Technology Mara Pasir Gudang Campus, and University Kuala Lumpur Malaysian Institute of Industrial Technology Campus (UNIKL M|TEC). The finding of the research, researcher able to identify the factors influencing customer preference towards e-commerce product return service, the significant factors and also what is the improvement on the current workflow of the product return service.