REVERSE LOGISTICS AND CUSTOMER SATISFACTION OF NOODLES PRODUCING COMPANIES IN RIVERS STATE
Abstract
This study investigates the relationship between reverse logistics and customer satisfaction in noodles-producing companies in Rivers State, Nigeria, with brand trust examined as a mediating variable. Anchored on Signaling Theory and the Commitment-Trust Theory, the research adopts a quantitative, cross-sectional survey design. Data were collected through structured questionnaires administered to 72 management-level employees across three major noodles companies—Dangote Noodles, Dufil Prima Foods Plc, and De United Foods Industries Limited. Responses were measured on a five-point Likert scale, with validity and reliability established through expert review, factor analysis, and Cronbach’s Alpha. Statistical analysis was conducted using SPSS version 26, employing Pearson correlation, regression, and mediation analysis following Baron and Kenny’s four-step procedure, with the Sobel test confirming indirect effects. Results revealed a strong positive relationship between reverse logistics and customer satisfaction, with brand trust partially mediating this relationship. Reverse logistics practices were found to significantly enhance customer satisfaction both directly and indirectly by strengthening brand trust. These findings underscore the strategic importance of reverse logistics not only as an operational sustainability practice but also as a trust-building mechanism that elevates customer satisfaction in competitive consumer markets. The study contributes to the green supply chain and relationship marketing literature in developing economy contexts and offers practical implications for managers, policymakers, and industry stakeholders seeking to leverage sustainability practices for improved consumer outcomes.
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