DOI: 10.36347/sjebm.2015.v02i11.004

Pages: 1104-1106

Maintaining long-term relationships with customers is important for businesses when it comes to improving customer loyalty. Previous research includes many discussions of forward logistics services. However, for a homogeneous product provided by the 3C industry (computer, communication, and consumer), the quality of reverse logistics services can bring about different services, and results in a competitive advantage in the 3C product hypermarket. The interviewees of this study include those consumers who have purchased and returned or replaced a 3C product. This study utilized convenience sampling and adopts regression analysis in order to verify research hypotheses. Research result shown that customer satisfaction has a significant and positive effect on attitudinal loyalty and behavioral loyalty, separately. Moreover, reverse logistics services exert a significant moderating effect on both satisfaction and attitudinal loyalty and satisfaction and behavioral loyalty.