Abstract:
Purpose: This research paper intends to find out the impact of supplier-manufacturer
relationship, based on three variables: the frequency of supplier’s meetings with the
customers, the extent of formalized contact through solicitation of feedback and/or
conducting surveys and the quality of information relayed, on customer satisfaction.
Methodology & Design: The study was conducted on a cross sectional basis and the data
were collected from 358 respondents through questionnaires. The data collected through
these respondents was analyzed through linear regression analysis.
Findings: The findings extracted from the analyzed data show that there is a significant
impact of the frequency of supplier’s meetings with the customers, the extent of formalized
contact through solicitation of feedback and/or conducting surveys and the quality of
information relayed on customer satisfaction.
Limitations: Even though the reported findings were proposed on the basis of a thorough
study of the data gathered from the respondents, there still remain chances that the findings
may not apply generally since the research was limited on a single time period and was
conducted only within Karachi.
Recommendations: It is recommended that the oganisations must give due importance to
their frequency of supplier’s meetings, the formalized contact through solicitation of
feedback and/or conducting surveys and the quality of information relayed in order to
achieve and enhance customer satisfaction
