The Impact of Customer Integration, Supplier Integration on Product Quality with Mediating Effect of Internal Integration: An Evidence-Based Study in the Food Industry of Islamabad

Abstract

This research attempts to study the impact that internal integration, supply chain integration, and customer integration has on a company’s product quality. Consumers consider product quality as a major factor that affects their choice of product or brand, which is why special consideration should be given to developing collaborative activities amongst supplier, customers, and internal producers. Not only this, but it should also help an organization to work collectively and enhance the quality of their product. The significance of this research is to understand the operations that should be devised for an improved product quality and performance. The research purpose is centered around finding the impact that this integration has on product quality. Moreover, some suggestions to better integrate an organization’s internal and external operations for improved quality of product are also identified at the end of this research. In this study the primary data was collected from employee’s survey through the 5 point Likert scale questionnaire. The findings of this study showed that Customer and Supplier Integration has a positive impact on Product Quality, and these both Integrations are impacted by Internal Integration and Internal Integration mediated the relationship with Customer, Supplier Integration and Product Quality which is related to Food Industry.