The Role of Supply Chain Management on Customer Satisfaction

Abstract

This paper titled “The role of Supply Chain Management on Customer Satisfaction, is aimed to examine these various dimensions (commitment, trust, and conformity) that constitute some of the characteristics that create mutual relationships between the supplier(s), organisation, and the end users of the products and services offered by the organisation to satisfy their needs at a profit. The study employed a descriptive survey as its research design. Data required for the study was collected through primary sources (Questionnaires). The sampling technique adopted was probability sampling using a random sampling to select 165 sample size out of 290 population which constitute few selected customers. However, only 143 were duly filled and returned, which were finally used for analysis. The data was analyzed using SPSS where correlation tool and mean were employed. The study found that there was a positive and significant association between buyer-supplier commitment and customer satisfaction (r = 0.276; p < 0.01). It was also revealed that supplier’s commitment on timely response without delay in material supply would contribute to company maintaining adequate inventory size which would in turn facilitate production and distribution of goods through appropriate channel members to the final consumers. The study concluded among others that for effective and efficient distribution system to take place, there must be a corporate planning of all the departments concerned. Transport, sales, production, marketing and purchasing should all work as a team to plan how customers can be optimally satisfied.