Authors: Assistant Professor Ms M. Nathaabinaya, Thiyagan. S, Parimala Devi. M, Ayisha J
Abstract: Online retailing has made product-return services an important part of the customer experience, yet research on post-purchase logistics often gives greater attention to operational efficiency than to consumers’ future purchasing decisions. This study proposes a context-specific framework for examining whether reverse logistics service quality influences repurchase intention among Generation Z online shoppers in Coimbatore, Tamil Nadu, India. The framework considers seven service dimensions—information quality, communication quality, timeliness, compensation, empathy, convenience and return policy—and positions customer satisfaction and customer trust as explanatory mechanisms linking return experiences to repurchase intention. A quantitative, cross-sectional survey design is proposed, using a five-point Likert questionnaire administered to Generation Z consumers who have previously requested or completed an online product return. Partial least squares structural equation modelling (PLS-SEM) is proposed for assessing measurement quality, direct paths and indirect effects. To illustrate the reporting format, simulated tables are included; they suggest how results could be interpreted if the hypothesized patterns were supported, but they are not evidence about consumers in Coimbatore. The proposed study may contribute a regional perspective to e-commerce service-quality research and offer practical guidance for platforms seeking to improve return processing, fair compensation, customer support and consumer retention.
