An AHP Decision Support System for Reverse Logistics Development Strategy in Online Retailing Industry

• Main Authors: Lee, Pei-Hsuan, 李沛萱
• Other Authors: Chen, Shiou-Yu
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/wav86w

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 106 === With the rising of e-commerce retailing in Taiwan; however, these online product cannot be tried on, customers get information only from text or photos of websites. Therefore, there is a gap between the product which customer received and the information from the websites. As a result, it causes the demand of return. Therefore, the ability to manage product returns has become more and more vital. Free returns or more flexible returns policies increase not only customer satisfaction, but also repeated purchase behaviors. However, there is less research on evaluating the criteria for reverse logistics strategy developments for online retailing. For filling in this research gap, this research aims to build an effective evaluation framework for online retailers to select optimal strategies of reverse logistics. In this paper, we selected Taiwan typical online retail industry to explore this issue. Then, we analyze through the literature review of reverse logistics strategy and online retailing, and we integrated the practical views from managers of Taiwan online retailing. We integrated the consideration factors for reverse logistics strategies and proposed an Analytic Hierarchy Process (AHP) framework. In this paper, we used the criteria which evaluated the reverse logistics strategy developments for online retailing including location of facility, transportation, customer service, economy and the function of reverse logistics. It is including 5 criteria and 15 sub- criteria. Then, we used the approach of rank pair-wise comparison (RPC) to measure the relative weights among criteria in order to evaluate the solution. We found that the factors affecting the reverse logistics strategy developments for online retailing are location of facility and customer service. The appropriate solution is centralized reverse logistics strategy. We hope that this paper offers online retailers a reference when making decisions of selecting reverse logistics strategy.