Omni-channel logistics: the influence of reverse logistics management on omnichannel firm performance

This study aims to investigate the reverse logistics system of companies in the omnichannel context. This study is derived from the concept of reverse logistics, and focuses on company practices in the omnichannel ecosystem. Current business environments are stepping into the omnichannel era, but the topic has received a lack of attention within the reverse logistics management area. In particular, a high volume of returns has enlightened the need of research to inspire the business benefits from reverse logistics, in order to potentially improve firm performance through effective and efficient reverse logistics management. This study aims to explore the abilities of reverse logistics systems, and their capabilities to conform external influences, which is represented by firm and task environment factors. A mixed methodology approach was utilized to explore the omnichannel reverse logistics system through Sequential Explanatory Design, which uses a mixed methods concept (Qual-Quan-Qual). The population of this study was retrieved from omnichannel companies which are grouped by retailers, manufacturers and service providers. Stratified random sampling was applied to ensure all categories of omnichannel companies could be included in this study. The outcomes from different stages were consistent and uniform, showing that firm and task environment factors within reverse logistics management improve omnichannel firm performance. A robust theoretical framework was developed, which may be used in future studies, including both firm and task environment factors within omnichannel reverse logistics system to boost firm performance. The results also demonstrate that flexibility, collaboration, customer, and supplier play a direct causal relationship with omnichannel firm performance. Hence, both firm and task environment factors were important in omnichannel reverse logistics to impact firm performance. This study has significantly contributed to understanding omnichannel reverse logistics implementation. This research also provides empirical evidence that both firm and task environment factors are significant in reverse logistics