SUPPLY CHAIN MANAGEMENT AND CUSTOMER SATISFACTION

ABSTRACT

The main objective of this study is to examine the effect of supply chain management on customer satisfaction. The specific objectives are to assess the effect of information sharing practices in Supply Chain Management on Customer Satisfaction, to assess the effect of logistics practices in supply chain management on customer satisfaction, to examine the extent to which supply chain management influence customer demand, to evaluate how the relationship between supply chain management practices and organizational performance is mediated by competitive advantages The population of this work includes all retailers/dealers and final consumers of Origin Zero, a product of Guinness Nigeria plc. However, due to the large number of both consumers and dealers my study is restricted to dealers and consumers within the environment of University of Benin. Using a simple random sampling (probability sample) method, 80 questionnaires were administered to the dealers/retailers and final consumers within the University of Benin environs. The tools to be used in analyzing the data collected include tables, simple percentage method, and chi - square method. In this study supply chain management is divided into company’s integration with supplier, company’s integration with customer, information sharing practices and logistics design practices, while customer satisfaction is said to be the dependent variable. And from the analysis of respondent respond in the questionnaire distributed the hypothesis showed that both supply chain management and customer satisfaction have a relationship with each other. In the course of study, it was discovered that there is a relationship between Company’s integration with suppliers and customer satisfaction, there is no relationship between Company’s Integration with Customers and customer satisfaction, there is no significant relationship between information sharing practices and customer satisfaction, here is a relationship between Logistics design practices and customer satisfaction