Green marketing has been an important academic research topic for last three decades but few studies have focused specifically on green products such as reused and remanufactured products. Whereas, observing customer’s willingness to use reused and remanufactured products becomes an interesting issue to enhance the implementation of sustainable manufacturing. As the willingness of use is increasingly driven by services, the introduction of new services to satisfy customers and improve value is becoming a critical issue for company.
In this research, we conduct a survey to observe and understand the voice of customer toward service improvement for reused and remanufactured products. By understanding the voice of customer, the most suitable services for reused and remanufactured products can be formulated. The respondents involved in this study are university students in Taipei, while the data obtained from this survey are characteristics of respondents, the importance level of services of each product type, and the customer’s satisfaction to services of each product type. In this research, Service Experience Engineering (SEE) is selected to describe the new service development framework starting from ideas creation to service market-launch. There are three phases in SEE methodology. At the first phase, we provide statistic descriptive to compile the obtained data and service quality to analyze the gap between customer expectation and customer experience. Secondly, we provide importance-performance analysis to group the service. Finally, the grouping service is statistically proven by clustering method. The results of this research are (1) statistically knowing service combination for new, reused, and remanufactured products; (2) conveying quality proven; (3) applying service quality in SEE methodology to develop service combination for new, reused, and remanufactured products; (4) applying statistical approach in SEE methodology. Thus, this research makes important contribution from theoretical, managerial, and methodological viewpoints.

Green marketing has been an important academic research topic for last three decades but few studies have focused specifically on green products such as reused and remanufactured products. Whereas, observing customer’s willingness to use reused and remanufactured products becomes an interesting issue to enhance the implementation of sustainable manufacturing. As the willingness of use is increasingly driven by services, the introduction of new services to satisfy customers and improve value is becoming a critical issue for company.
In this research, we conduct a survey to observe and understand the voice of customer toward service improvement for reused and remanufactured products. By understanding the voice of customer, the most suitable services for reused and remanufactured products can be formulated. The respondents involved in this study are university students in Taipei, while the data obtained from this survey are characteristics of respondents, the importance level of services of each product type, and the customer’s satisfaction to services of each product type. In this research, Service Experience Engineering (SEE) is selected to describe the new service development framework starting from ideas creation to service market-launch. There are three phases in SEE methodology. At the first phase, we provide statistic descriptive to compile the obtained data and service quality to analyze the gap between customer expectation and customer experience. Secondly, we provide importance-performance analysis to group the service. Finally, the grouping service is statistically proven by clustering method. The results of this research are (1) statistically knowing service combination for new, reused, and remanufactured products; (2) conveying quality proven; (3) applying service quality in SEE methodology to develop service combination for new, reused, and remanufactured products; (4) applying statistical approach in SEE methodology. Thus, this research makes important contribution from theoretical, managerial, and methodological viewpoints.

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