In this paper, we study a reverse supply chain consists of three layers of the supply chain including suppliers, producers and customers by considering customers’ requirements. In the customer layer, we analyze the customer’s data to identify and fulfill their needs by collecting a list of customers’ views into consideration. In this case, the proposed model analyzes the customers view in the three areas of transport, production and quality and it uses the coding system for getting customers’ opinions. Then, by using the K-means algorithm, which is one of the data analyzing algorithms, the proposed model clusters the data so that similar data enter to the same cluster. The mathematical model is developed for each of the categories and Lingo software package is employed to solve the resulted problem in each category.