Title: The Effect of Return Policies on Customer Loyalty in E-commerce
Authors: KRISTLE MARGARETT R. BALAGTAS, CHEMALYNE N. CANLAS, LOVELY J. IGNACIO, VINCE S. CAPIL, CB, RICARDO S. JIMENEZ, LPT, DBA
Volume: 9
Issue: 6
Pages: 140-158
Publication Date: 2025/06/28
Abstract:
In the rapidly growing e-commerce industry, return policies have become a critical factor influencing consumer behavior and decision-making. This study explored the effect of return policies on customer loyalty within e-commerce, specifically focusing on Shopee, in the Philippines. Utilizing a descriptive-correlational research design, the study surveyed 102 Shopee users from Mabalacat City College, who had prior return experiences. The findings revealed that the most common reasons for product returns were receiving incorrect items, defective or damaged goods, size or fit issues, and product mismatches. Furthermore, respondents generally perceived Shopee's return policy as straightforward, flexible, and satisfactory, with reasonable refund options, processing timeframes, and responsive customer support. The study also found that effective return policies significantly enhanced repurchase intention, fostered trust in the platform, and encouraged positive word-of-mouth. Statistical analysis confirmed a significant effect between return policy and customer loyalty. The results offer valuable insights for e-commerce businesses aiming to optimize their return policies to boost customer retention. Future research could expand on these findings through comparative or longitudinal approaches and larger sample sizes to further explore evolving consumer behavior.