In the last years, the service excellence is being discussed at academic and business environment as an extremely important subject for new business models. However, in the e-commerce the service quality is not as much discussed. Evidences show that the service delivered for e-costumers is critical especially when concerned with reverse logistics. The main objective of this thesis is to analyze the customers online evaluation about the reverse logistics process. In order to fulfill the objectives, a review of the bibliography was made and also a case study at Americanas.com, an online shop of the Lojas Americanas S.A., generally recognized as a reference in the electronic commerce B2C (business-to-consumer) in Brazil. An evaluation instrument based on the SERVQUAL scale was developed - and applied to customers involved in the reverse logistics process at Americanas.com - and a study based on gaps model, both proposed by Parasuraman et al. (1988 and 1985). In the data treatment the following instruments have been used: multivariate analysis, descriptive statistics and t-Student test. The software SPSS was used to perform the analyses.