Reverse Logistics Management and Customer Retention in the Consumer Electronics Retail Sector in Lagos and Abuja

This study examines the relationship between reverse logistics management and customer retention in consumer electronics retail firms operating in Lagos and Abuja, Nigeria. The consumer electronics sector experiences high rates of product returns due to defects, warranty claims, and model upgrades. How retailers manage these returns, including ease of return processes, replacement speed, refund transparency, and product reintegration into inventory, significantly influences customer satisfaction and long-term retention. Using a cross-sectional survey design, structured questionnaires were administered to 160 consumers who had returned at least one electronics product within the past 12 months, alongside 40 logistics and after-sales managers in 14 retail firms across both cities. Reverse logistics quality is assessed through return process simplicity, turnaround time for replacements, communication clarity, and refund reliability. Customer retention is measured through repeat purchase intention, brand loyalty score, and willingness to recommend. Multiple regression analysis is employed. The study draws on reverse logistics service quality and customer relationship management literature. Findings are expected to confirm that return process simplicity and replacement speed are the strongest predictors of retention, reinforcing the strategic importance of investing in efficient reverse logistics systems. Recommendations address retail operations directors, after-sales service managers, and electronics brand representatives on designing consumer-centric reverse logistics processes that simultaneously reduce operational cost and improve retention outcomes. Keywords: reverse logistics, customer retention, consumer electronics, Lagos, Abuja.