Customer's Perception and Expectation for Reverse Logistics Implementation

Good communication between buyers and sellers are important strategy for company to maintain the customer satisfaction, loyalty, and enhance financial performance. Complaint is a signal that indicates important information that needs quick response. On the other hand, environmental problems (i.e. waste, unused product and limitation of natural resources) become growing concern through the decade. This paper proposed House of Reverse Logistics (HRL) for connecting between customer needs and environmental problems. HRL effectively can minimize the customer complaint. Literature showed that Customer Needs and Reverse Logistics (RL) are effective method to solve these problems. The design of HRL was adopted from Quality Function Deployment (QFD)