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).