AN INVESTIGATION INTO CUSTOMER SATISFACTION ALONG THE SUPPLY CHAIN OF OIL MARKETING COMPANIES (OMC's) IN PAKISTAN

Abstract

Purpose: The purpose of this research is to find out the “Impact of quality, flexibility, responsiveness and cost on customer satisfaction along the supply chain of oil marketing companies in Pakistan.” SCM is administration of material and data stream in a store network to give the most astounding level of consumer loyalty at the most minimal conceivable cost. Organizations rely upon their supply chains to give them what they require to survive and flourish. Each business fits into one or more supply chains and has a part pay in every one of them. Methodology / Sample: The research study being exploratory in nature involves quantitative data collected through a questionnaire. Deductive approach was followed, hypotheses were developed after studying relevant literature. Data was collected from a sample of 250 end users of commodities of OMC's products. The data gathered was analyzed by applying recommended statistical tools including Regression, ail the three hypotheses were tested accordingly to derive meaningful results for the hypothesis. Findings: After analyzing the data gathered it is revealed that responsiveness and cost has a significant impact on customer satisfaction. Whereas no impact of quality and flexibility was found on customer satisfaction. Practical Implications: This study is likely to be helpful for the oil marketing companies functioning in Pakistan to gain more customer satisfaction. Better understanding of factors influencing customer satisfaction will improve organizational effectiveness.