The Role of Customer Reviews and Ratings in Shaping Supply Chain Responsiveness for Local Businesses in Islamabad: A Case of Chaaye Khana

Abstract

This study explores the critical influence of customer reviews and online ratings on supply chain responsiveness in the hospitality industry, focusing on Chaaye Khana, a leading café chain in Islamabad, Pakistan. With the rise of digital platforms, customer feedback has evolved into a real-time operational input, yet many local businesses still utilize it in decision-making processes. This research employs a mixed-method approach, combining quantitative data from customer surveys with qualitative insights from five in-depth staff interviews and content analysis of 208 online reviews sourced from Google, Foodpanda, and Facebook. Findings reveal that while Chaaye Khana maintains strong customer satisfaction in terms of service quality and ambiance, it struggles with inventory inconsistencies and delayed responses to product availability issues. Although staff recognize the value of digital feedback, the absence of a centralized review monitoring system and reliance on manual inventory tracking significantly limit operational agility. The study identifies key review patterns linked to high frequency stockouts and highlights gaps in feedback integration that prevent initiative-taking supply chain adjustments. A comparative framework is developed to position Chaaye Khana’s practices against local competitors and global hospitality brands, illustrating its relative strength in customer engagement but lag in technological integration. Recommendations include implementing real-time sentiment analysis tools, training staff in digital operations, and adopting ERP-integrated CRM systems to enhance feedback-driven supply chain responsiveness. It shows that using digital systems to give feedback helps improve efficiency and meet what customers expect in emerging markets.