In the era of cut throat competition where the differentiation is fast becoming a rare commodity, Reverse Logistics can be a big differentiation factor to stay ahead in the business and achieve total customer satisfaction. The most thriving organizations are those that can power their reverse logistics capabilities to provide customers with exactly what they want, and expect, while also creating and maintaining a competitive advantage wherever possible. In a competitive open market situation, the meaning of customer satisfaction is to exceed the customer expectations. Customers are interested in result and it does not matter how you do it. Customers want that their voice should be heard and suppliers do something about it. Retaining and enhancing customer loyalty is of prime importance by exceeding customer’s expectations before, during and following the original delivery so that they repurchase product/services again and again. Reverse Logistics Management has value preposition that goes above and beyond cost reduction including the aspects of customer satisfaction. There is a need to understand decision making in reverse logistics. In this thesis I tried to explore the different dimensions of reverse logistics, its performance which led to customer satisfaction, its drivers and implications. To explore the different dimensions of reverse chain performance, Questionnaire administered survey was used and closed ended questionnaire was framed using 5 points liker scale. Statistical methods used in this research are factor analysis for data reduction and ANOVA. Veracity of the concept is tested through multiple regression model using SPSS-19. The concept reverse chain performance leads to total customer satisfaction is hold true.
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