Reverse logistics as a tool to improve customer satisfaction

This study investigates how reverse logistics can be used as a strategic tool to enhance customer satisfaction. Using a mixed-method approach, it analyzes the perceptions of Brazilian consumers and logistics managers regarding return processes and post-sale policies. The findings show that fast, personalized, and customer-centric return processes significantly increase repurchase likelihood and loyalty. Reverse logistics is no longer a cost center but a source of competitive advantage and brand differentiation.Furthermore, the study highlights the role of technology in automating and customizing return experiences. Integrating reverse logistics into customer experience strategies promotes more sustainable and lasting business relationships.