Good communication between buyers and sellers are important strategy for company to maintain the customer satisfaction, loyalty, and enhance financial performance. Complaint is a signal that indicates important information that needs quick response. On the other hand, environmental problems (i.e. waste, unused product and limitation of natural resources) become growing concern through the decade. This paper proposed House of Reverse Logistics (HRL) for connecting between customer needs and environmental problems. HRL effectively can minimize the customer complaint. Literature showed that Customer Needs and Reverse Logistics (RL) are effective method to solve these problems. The design of HRL was adopted from Quality Function Deployment (QFD) Keywords-Reverse Logistics, Customer Perception, Quality Function DeploymentProcess, the topic focused on disassembly product, product return process, modelling systems remanufacturing management and coordinated along supply chain actors [18;19; 20; 21]. In other hand, [22], [23] and [24] focused on infrastructure design, and capacity production. RL Structure discussed on location and allocation planning [25; 26; 27; 28].
Complaint is a signal that indicates important information directly by customers. Complaint will give valuable information to company to plan recovery strategies to maintain customer satisfaction and loyalty. Hence, electronic waste (E-waste) becomes a hot issue internationally, domestically and locally. There are many kind of regulations, strategy, methods or approach to minimize of E-waste. The goal of this research is design of house of reverse logistics (HRL) to understanding the customer needs and wants for reverse logistics (RL) implementation. This research adopted quality function deployment (QFD) method to construct the HRL. Differences among them are determination of the customer needs and wants. HRL insert five perspectives i.e. input, structure, process, output, and social and organization. In other hand, QFD only inserts consumer perspectives. The results showed the important factors of consumer dissatisfaction comes from: third-party services mechanism (20%), collaboration RL system (collection centers, recycling centers, disposal center; 10%), the standardization of servicing system (10%).
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