Abstract:
Aim of study: This study is being performed to study the Impact of supply chain agility on customer satisfaction and customer value in B2B business in FMCG sector. Research methodology: To conduct this research deductive approach is being used. Hypotheses were made to conduct the research based on literature and past studies. Explanatory study is conducted, i.e. cause and effect relationship of dependent over independent has analyzed. Impact of supply chain agility on customer satisfaction and customer value in B2B business in FMCG sector has analyzed in this study. Convenience sampling technique of non-probability used in this research. 300 sample size was used for this research and data was collected on the basis of convenience. Research findings: In this research two hypothesis were made to collect the data hom the customers about Impact of supply chain agility on customer satisfaction and customer value in B2B business in FMCG sector specifically. The data was analyzed with the use of SPSS software and hypothesis testing shows the acceptance of hypothesis. This shows that there is a great impact of brand image and advertisement on purchase behavior. Research implications: This study provides the powerful insights about the usefulness and importance of supply chain agility. This provides a significant and realistic basis to highlight the importance of supply chain agility on customer value and satisfaction.
