KJackson_Literature Review_Custmer satifaction and the supply chain.docx

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Running head: CUSTOMER SATISFACTION AND THE SUPPLY CHAINCustomer Satisfaction and The Supply ChainLiterature ReviewKatrina JacksonLiberty University
CUSTOMER SATISFACTION AND THE SUPPLY CHAINAbstractThis literature review looks at customer satisfaction and the supply chain. According to Laverty (2014) "The supply chain performance can be a hidden weapon to enhance customer satisfaction and to increase profitability. No other part of a business has the supply chain’s impact on reaching the customer". The supply chain is without a doubt the most effective customer service tool. It directly dictates the two most vital parts of customer satisfaction: price and delivery. An efficient supply chain means beating competitors on retail price and improving profitability. The more optimized a supply chain is, the better the customer experience, the happier they’ll be, and the more probable they’ll be to make a purchase again. No other part of a business can come close to matching the supply chain’s direct impact on creating return business (Simchi-Levi, Kaminsky, and Simchi-Levi, 2008; Laverty, 2014).Keywords:customer, customer satisfaction, supply chain, supply chain management
CUSTOMER SATISFACTION AND THE SUPPLY CHAINIntroductionSupply Chain Management (SCM) practices can significantly impact customer satisfaction. To avoid the possibility of business failure, businesses in today’s emerging economies face mounting pressure to increase the satisfaction of their customers. As Lagat, Koech and Kemboi (2016) point out, “In competitive business environments companies have identified the need to redesign their supply chain management practices to increase customer satisfaction and customer loyalty” (para 1). It is the supply chain that helps the business retain or lose its customers (Brown, 2016). A very compelling reason for this is attributed to the fact that the competition is now being waged between or a cross supply chains, and not confined to only between companies anymore (Seth, Deshmukh,& Vrat, 2006). Customer SatisfactionCustomer satisfaction is the state of mind that customers have about a company when their expectations have been met or exceeded over the lifetime of the product or service. The achievement of customer satisfaction leads to company loyalty and product repurchase.Besheli, Keshteli, Enami, and Rasouli (2017) argue that one of the inevitable difficulties in the manufacturing industries, which leads to customers' dissatisfaction, is the failure rate in production. “Also, risks and uncertainty in the Supply Chain lead to reducing service level. Delaying in the delivery of finished products is another factor that creates customer dissatisfaction. In fact, customers will be satisfied if they receive enough products with good quality at the right time and place. Supply Chain optimization is a critical task for manufacturing companies” (Besheli et al, 2017).Customer satisfaction is the key to business growth and continued existence (Chow, 2014; Sun & Kim, 2013).
CUSTOMER SATISFACTION AND THE SUPPLY CHAIN

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