Effects of Reverse Logistics on Consumer Retention along the Supply Chain: Case of Supermarkets in Oman

Abstract

The objective of this study was to determine whether reverse logistics has an impact on customer retention through a case study of supermarkets in Oman. The study notes that customers are unaware of the proper reverse logistics protocols and documentation, which necessitates disloyalty in customers in the long run. The findings also reviewed the need for increased customer awareness of returning product items for re-use with incentives. As well, it was determined that reverse logistics has an impact on the last-mile delivery to satisfy the customers. All of that impacts supply chain management, which can be led by the consumer who already has experience with the specific goods. Some customers already know the process of returning the goods to be repaired or disposed of, and they already know how to implement the guarantee on those goods. Reverse logistics has been increasing and is still moving upward as the global market increases and access to the internet is available to everyone to purchase globally.