Impact of Return Policies on Customer Satisfaction in E-Commerce Platform Bangladesh

Abstract

This study exertion is to understand customer behavior on e-commerce purchasing for return policy and how will this return
policy be affected in e-commerce business. Some hypothesize chosen as the basis of the framework of this study to explain
customer behavior through a self-constructed questionnaire from 222 respondents of Bangladesh. The following literature was
reviewed to know the fact of return policy that would influence consumers positively or negatively towards purchasing online.
SPSS software was used to present the research data, both arithmetically and graphically and to test the research hypotheses. The
survey reveals that customers are not satisfied with the present return policies; they want the reliability of the expected products.
Both male and female have a similar type of nature towards the interested and disinterested factors. They are interested in a safe
return policy both for defected product and mind diversification with extra charge and disinterested about shopping without a clear
return policy. From the respondent's information, it was also known that they would recommend the shop to others if they get a
clear return policy, as well as influence others to buy more products which will increase the customer number. Furthermore, the
outcome of the hypotheses discovered that even though online purchasing is comfortable to all consumers; exchanging concern
and the fear of mismatching with expected products have a significant impression on e-commerce purchasing. And it is also found
that customers are very much interest to have a option for “Change of Mind” in return policy. Finally, it has been offered towards
online retailers to keep a clear return policy for making e-commerce purchasing delighted and trustworthy.