Impact of Supply Chain Practices on Customer Satisfaction: A Case On Retailing Sector in Twin Cities of Pakistan

Abstract

This study has focused mainly on identifying the impact of supply chain practices on customer satisfaction. This study has considered supplier relationship management, customer relationship management, outsourcing, and logistics, as independent variables. Whereas customer satisfaction has been considered as the dependent variable in this study. However, this study has finalized retailing sector of twin cities of Pakistan to testify the relationship between variables mentioned above. The major emphasis in this study has been on exploring the relationship between supplier relationship management, customer relationship management, outsourcing, and logistics (independent variables) and customer satisfaction (dependent variable) in retailing sector of twin cities of Pakistan. To prove this relationship, a survey has been conducted through a structured questionnaire regarding this literature, in which supply chain members associated with retailing sector of twin cities of Pakistan have been requested to share their experiences by filling the questionnaires. Then, to identify the results on data gathered from the respondents, statistical instruments have been used. Some of the statistical instruments used in this study includes descriptive frequencies, reliability, correlation, regression, etc. Results derived through statistical instruments have shown that there exists a significant relationship between supplier relationship management, customer relationship management, outsourcing, and logistics (independent variables) and customer satisfaction (dependent variable). Conclusively, it can be said that supply chain practices positively impact customer satisfaction in retailing sector of twin cities of Pakistan