Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Yaseen Ahmed Meenai, Lecturer, Department of Mathematical Sciences

Client

Daraz

Project Type

MBA Research Project

Keywords

Customer Satisfaction, Return Process, Optimization, Internal Logistic Inefficiency

Abstract / Summary

This research project examines the returns process of Daraz, one of South Asia’s leading e-commerce platforms, with a focus on identifying challenges and opportunities for optimization. The study aims to enhance operational efficiency, improve customer satisfaction, and reduce costs by analyzing the perspectives of key stakeholders. A qualitative approach was adopted, incorporating in-depth interviews and focus groups with customers who returned items, sellers managing returns, and Daraz employees overseeing the process. Participants were selected through purposive sampling to ensure diverse experiences, and the data were analyzed using thematic analysis to uncover recurring patterns and pain points.

Findings reveal that many customers are dissatisfied with delays in refunds, unclear return policies, and complicated communication channels. Sellers voiced concerns over ambiguous approval processes and the financial burden of returns, while employees highlighted inefficiencies in logistics, slow interdepartmental coordination, and delays in product inspections—all contributing to prolonged resolution times.

Based on these insights, the research recommends clear and standardized return policies across all product categories, faster and automated refund mechanisms (including direct wallet refunds), and improved communication between departments to expedite product inspections. Optimizing these processes presents an opportunity to create a smoother returns experience for customers and sellers alike, while also reducing operational costs and strengthening Daraz’s overall service efficiency.

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Available for download on Saturday, August 26, 2028

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