Abstract:
In today’s era, where competition is at its peak, now a day’s differentiations with passage
of time is becoming an obsolete concept, Reverse logistics can play an important role and
can be a company’s biggest tactic to achieve total customer satisfaction. Now a day’s
those companies are considered powerful and competitive who can exactly provide the
customer what they are looking for through power reverse logistics services and also are
capable of maintaining the value during the remanufacturing process. According to the
customers the satisfaction is their voice should be heard and must be given a quality
product or in simple terms there expectation must be fulfilled. Results are all what
customer wants and in very minimum time period. When it comes to defected product
companies are willing and doing utmost effort to process the customers’ complaint as
soon as possible so to retain the customer, in this way customer will make a repurchase
again. This research investigates the impact of “Reverse Logistics” on customer
satisfaction in automobile industry of Pakistan. Six different dimensions were used to
measure reverse logistics which are technology, information sharing platform, material
flow, suppliers, efficiency and return process whereas three dimensions were used to
measure customer satisfaction which are quality, expectations and customer service. It is
an empirical study with cross sectional design based on survey method. The data is
collected through questionnaire tool from the employees of three automobile companies
(Honda, Toyota and Suzuki) and customers who have purchased automobile from above
mentioned companies in twin cities of Islamabad and Rawalpindi. All the questions
included in the questionnaire were close ended questions and 5 points liker scale was
used. Two different questionnaires were used to measure individually the RL and CS.
Sample size is 50. 30 responses were valid. For data analysis, descriptive statistics,
reliability analysis, correlation analysis and linear regression analysis have been applied
using SPSS 20. The variables showed good reliabilities in their inter-dimensional
relationships but overall the impact of reverse logistics over customer satisfaction is seen
very less i.e. only 4.3%. The concept of reverse logistics leads to customer satisfaction
holds a partial impact as per my study results.
