Reverse logistics and customer satisfaction: a case study of Jumia Uganda
| dc.contributor.author | Linda Ogwang Akite | |
| dc.date.accessioned | 2026-09-05T07:59:48Z | |
| dc.date.available | 2026-09-05T07:59:48Z | |
| dc.date.issued | 2026-06-04 | |
| dc.description | Undergraduate | |
| dc.description.abstract | This research was designed to examine the impact of reverse logistics practices on customer satisfaction at Jumia Uganda. It analyzed return authorization, collection of returns, and refund and replacement services. The study applied the positivist philosophy and cross-sectional survey design by collecting data from 80 customers who had experienced returns between September 2025 and December 2025, supplemented with interviews with five Jumia staff. The descriptive analysis of results demonstrated that respondents were most satisfied with refund and replacement services (M=3.88), then return authorization (M=3.55), and the lowest score was achieved for collection of returned products (M=2.91). The Pearson correlation result indicated that all three reverse logistics practices were positively related to customer satisfaction, with refund services being most positively related (r=0.752, p<.01). The multiple regression analysis indicated that the three practices combined explained 64.8% of the variation in customer satisfaction (R=0.648, F=43.34, p<.001). Among the three reverse logistics practices, refund and replacement services were the best predictors of customer satisfaction (B=0.510, p<.001) followed by return authorization (B=0.280, p=.002) and collection of returns (B=0.155, p=.045). The three null hypotheses tested were rejected. Quality findings revealed four major themes: last mile logistic problems, speed of financial settlements, and policy communication transparency. All three practices were significantly found to impact customer satisfaction, however, refund and replacement services influenced customer satisfaction most. Suggestions are; set up drop-off points, provide real-time refund tracking, clarify return policies by providing visual aids in local language. | |
| dc.identifier.uri | https://hdl.handle.net/20.500.12311/3628 | |
| dc.language.iso | en | |
| dc.publisher | Uganda Christian University | |
| dc.title | Reverse logistics and customer satisfaction: a case study of Jumia Uganda | |
| dc.type | Dissertation |