IMPACT OF SUPPLY CHAIN PERFORMANCE MEASUREMENT ON CUSTOMER SATISFACTION IN FMCG INDUSTRY OF PAKISTAN

Abstract

Purpose- The aim of this study is to explore that either the supply chain management matrices or practices which are being used in Pakistani FMGC are assisting in the customer satisfaction or not. This research is carried out for study requirement of the masters in business administration in field of Supply Chain Management. Methodology/ Sample- The research involve use of questionnaire filled by fifty key managers of FMCG industry. The respondents belong to different age group, social classes and areas of residence. We have selected FMCG industry and the target respondents from city of Karachi. The collected data has been test through t test, frequency distribution and graphs. The collected data has been analyzed to know the impact of supply chain matrices in customer satisfaction. Findings- The analysis and t test has clearly resulted that supply matrices has play a vital role to retain and improve the customer satisfaction in FMCG industry of Pakistan Practical Implications- This research will help the management of Pakistani FMCGs to set appropriate Supply Chain Performance Measurement Matrices so that the level of customer satisfaction could be achieved