The Effect of Reverse Logistics Activities on Brand Equity and Customer Satisfaction

Abstract

In the last few decades, the rapid development of customer awareness of environmental issues has encouraged many enterprises to adopt reverse logistics activities, which resulted in growing importance among enterprises of enhancing customer satisfaction and improving brand equity. This chapter examines the effect of reverse logistics activities in Turkish firms which are required to act responsibly towards the environment, and explains the relationship between reverse logistics processes and customer satisfaction and brand equity. The findings of this study contribute to understanding that an increasing number of them have integrated reverse logistics practices into their operations to develop a sustainable competitive advantage. The findings also indicate that reverse logistics plays an active role in Turkish enterprises improving brand equity and customer satisfaction while preserving the environment in the local and the global communities.