RELATIONSHIP BETWEEN SUPPLY CHAIN MANAGEMENT PRACTICES AND CUSTOMERS’ SATISFACTION

Abstract

The researcher has carried out this study within the context of FMCG (Fast Moving Consumer Goods) companies operating in the country. The supply chain management practices, as the literature suggests, has three broad dimensions which include collaboration and sharing of information, infrastructure of information technology and culture of an organization. Keeping in view these dimensions of supply chain management practices, the researcher has aimed at investigating the relationship of customer satisfaction with each of these dimensions. The researcher has made use of primary sources of information for collecting information for analysis. The primary information has been collected through the use of survey questionnaire and a sample of 100 respondents has been selected. The researcher has made use of statistical techniques to analyze the information gathered from survey and descriptive and regression analysis have been performed. The findings obtained have concluded that all three dimensions of supply chain management influence customers’ satisfaction in a positive manner. Moreover, the individual evaluation of each dimension with the satisfaction of customers is also indicative of a positive association.