THE IMPACT OF SUPPLIER MANUFACTURER RELATIONSHIP ON CUSTOMER SATISFACTION IN SUPPLY CHAIN MANAGEMENT

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