Authors: Kethavath Goutham, Assistant Professor Dr. V Jalender Reddy
Abstract: Reverse logistics has become an important part of e-commerce by providing customers with product return services, pickup, refunds, clear policies, and tracking. This study titled “Impact of Reverse Logis-tics Service Quality on Customer Switching Intention: A Consumer Study of Flipkart (Ekart Logistics) Users in Hyderabad” was conducted to understand consumers’ perceptions of reverse logistics service quality and examine its relationship with customer switching intention. The study is based on primary data collected from 131 Flipkart users in Hyderabad through a question-naire prepared using Google Forms. A descriptive research design and convenience sampling method were adopted. The collected data were organized and analyzed using Microsoft Excel and Microsoft Power BI. Frequency and percentage analysis, mean scores, graphical representation, Pearson correla-tion, and multiple regression analysis were used to interpret the responses. The findings show that the overall perception of Reverse Logistics Service Quality had a mean score of 3.88 out of 5. Among the six dimensions, Return Process Convenience received the highest mean score of 3.94, while Customer Support/Resolution received the lowest mean score of 3.81. All six dimensions showed positive and statistically significant relationships with Customer Switching Intention, with cor-relation values ranging from 0.327 to 0.469. Customer Support/Resolution showed the highest correlation (r = 0.469). The regression model explained approximately 28.8% of the variation in Customer Switching Intention. Customer Support/Resolution was the only dimension statistically significant in the regression analysis (B = 0.222, p = 0.026). The study suggests that Flipkart should improve customer support and issue resolution, clarify return policies, strengthen communication and tracking, ensure timely return pickups, and process refunds ef-ficiently. The study provides insights into customers’ perceptions of reverse logistics service quality and its relationship with switching intention.
