A Logistica Reversa

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However, over the past decades, reverse logistics has been covered to new interests, such as creating and / or recovery value, after sales returns and also returns after consumption (Leite, 2012).

2.3 Reverse logistics influence in e-commerce

As the E-bit report:

When making a purchase, consumers feel more secure and confident when you know you can exchange or return the product in case of problems. In electronic commerce, the availability of these services and the ease of using them are important, especially because the contact between customer and store is not face by face (E-BIT, 2014, p. 22). Thus, reverse logistics can be considered an essential variable in the case of electronic marketing scenario, which the client does not have physical access to the product prior to purchase, which may increase the chances of intent to exchange / return the same when this comes in the consumer's hands.

Thus, you can check the level of importance that reverse logistics has in e-commerce, as it will influence whether the customer will or will not continue to make purchases, or will directly affect the loyalty and reputation of the company.

III. Methodology

This study makes use of quality tools to minimize reverse logistic effects. It presents the theoretical ideas about reverse logistic effects and quality tools specially Pareto Analysis and Cause-Effect diagram. The case study research conducted on the selected e-commerce company of sportive uniforms “iSports”. This step includes the understanding about the quality control system of the selected business and how this could be improved. The conceptual development includes solutions analysis that could minimize these effects, then will be related to their respective major areas. Finally, the last step consists in a theoretical and math analysis about the quality control on ecommerce logistic. Steps involved in the study:

Step 1: Company Selection

After gathering information, we made contact with some sportive articles companies that entered the ecommerce recently, to help in their development applying our knowledge on quality control. Then, we have selected a particular sportive uniforms company in São Paulo, Brazil.

Step 2: Conducting of Case Study

Finally we conduct our research work in a particular sportive uniforms company named “iSports” established in 2010 which situates in São Paulo, Brazil. The demography of the situated organization is presented in Table 1.

Table 1. Demography of “iSports”

Company Name

iSports

Location

São Paulo, Brazil

Established

2010

Product type

Sportive uniforms

Number of production line

1

Total worker

20

Production capacity per day

5000 units

Working hour per day

10 Hours (maximum)

Buyers

Brazil

Step 3: Gather Information

In this step we have gathered information on the Quality Control system of the logistic section of the selected ecommerce company. Here we have collected data of reasons for products return through reverse logistic provided by the management which is used for the Analysis purpose of the study.

Step 5: Identify the Problem

Identification of the major return reasons to minimize the reverse logistic effects was next step. According to the observation and using management data we detected some common reasons for products return. Therefore, we tried to do our research work on this section, which is our major concern.

Step 6: Analysis and Suggestions

In this step Pareto Analysis is performed which is important to identify the principal products return reasons. After that, we constructed a Cause- Effect Diagrams for principal reasons. Then we have provided some respective suggestions to minimize those frequency.

IV. Findings And Data Analysis

In the previous section we discussed the identification of possible reasons that lead to the reverse logistics phenomenon. From our observation and data provided by the company management, we have seen that there is a reasonable amount of products return to the company for various reasons, causing waste of time and human resources, and increase the company's costs. Based on this, we try to focus on the main reasons in order to minimize the amount of products returned. For this, we use Pareto analysis to identify the main reasons for consumer dissatisfaction, and then built a cause-effect diagram to analyze the cause of these problems. Finally, a list of suggestions has been developed that can help to minimize this problem.

4.1 Process Overview

We conducted our study in an e-commerce company of sports uniforms called "iSports" established in 2010 in São Paulo, Brazil. Our research was conducted in all business processes, considering that it does not have a production line, but only a distribution center for the rest of the country. In this center we have the processing of claims and payments, checking stock, product packaging, and distribution. Figure 1 shows a general outline of the process.

[pic 5][pic 6]

Figure 1: Flowchart of process paths

4.2 Data Collection

For our research work, we collected data from the past five months, except current, comprising the period from May to September 2016. The data were provided by the Customer Service Company Client. Each product that returns is recorded in a Quality Control Check Sheet shown in Figure 2. Supervisors meet this sheet with the customer name, order number, the specification of returned/canceled/changed