REVERSE LOGISTICS: AFTER-SALES CUSTOMER SATISFACTION

Abstract

The reverse logistics is strongly associated with environmental issues of final destination of goods after consumption. However, the reverse logistics may also be a potential component in the after-sales period as a means of enhancing customer satisfaction, by aggregating value to the product, increasing the company’s profitability, and providing a competitive advantage face to competition. The purpose of this study is to present an adaptation to the strategic connection model presented by Christopher (1986), as well as a set of steps that can help the development of reverse logistics strategies. Another study goal is to introduce the reverse logistics, not only as a costs center, necessary when dealing with environment preservation, but also as a strategic differential that may benefit customers, companies, and shareholders.