Abstract:
Multichannel retailing is a widely adopted strategy in fashion retailing environment of the current
era. To gain a competitive edge, fashion retailers must invest resources in the efficient management
of reverse logistics, particularly for product returns, stock adjustments, core returns etc. It is
therefore vital for retailers to improve their returns management processes by understanding the
role of service quality in reverse logistics. This study investigates the impact of reverse logistics
process coordination on LSP relationship quality, through the mediating role of reverse logistics
service quality and moderating role of conflict frequency. Although several researchers have
discussed the role of logistics service quality in forward logistics, the notion in the context of
reverse logistics remain underexplored. Moreover, process coordination, relationship quality with
LSP and conflict frequency in reverse logistics are also underexamined. This study develops a
hypothesized moderated mediation framework to address this gap in literature. A sample of 241
retail store managers was selected through purposive sampling, based on two criteria: multichannel
characteristics and outsourced logistics. A self-administered questionnaire was developed for the
measurement of constructs, gauging responses on a five-point Likert scale. The questionnaire was
pilot tested to achieve a clearer understanding of the returns processes in fashion retail, and the
conflicts between the retailer and LSP. Afterwards, online surveys were conducted to collect the
data. Conditional process analysis was used to assess the moderated mediation model in SPSS
using Process V4.1. The analysis demonstrated a significantly positive impact of reverse logistics
process coordination on relationship quality with LSP, a significantly positive mediation effect of
reverse logistics service quality in the relationship between process coordination and relationship
quality, and a significantly negative moderation effect of conflict frequency on the relationship
among process coordination and reverse logistics service quality. To sum, the findings revealed
the presence of a significant direct and indirect effect, moderated by conflict frequency. However,
conflict frequency, contrary to the hypothesis in the study, strengthened the indirect relationship.
This study adds to the prevailing literature by developing and testing an underexplored framework
in the context of reverse logistics in multichannel retail. The study will help managers obtain better
insights on the best practices leading to effective management of reverse logistics processes.
particularly the product returns.
