Abstract:
Purpose- The sole purpose of this research was to identify the impact of supply chain
management practices on customer satisfaction and customer loyalty. Different literature
reviews done in this research emphasized on the fact that the customer satisfaction and
customer loyalty has create an impact on supply chain practices. In this research focus was
on Manufacturer sector and further it was narrowed down to the Automotive Manufacturer
firm Omar Jibran Engineering Limited.
Methodology/sample- This research was of quantitative in nature and data was collected
through close ended questionnaires distributed in Omar Jibran Engineering Limited Plants
(Lahore/Karachi). The sample size was set to 180 and data was collected from entire sample
for analysis. Descriptive analysis, reliability test and multiple regression tests were run for
study.
Findings- Our results showed that there is positive and significant relation between SCM
Practices on Customer Satisfaction and Customer Loyalty.
Practical Implications- Supply Chain Management Practices are not taken serious in every
organization. To research on this topic, I will show that there is an impact on Supply Chain
Management Practices on Customer Satisfaction and Customer Loyalty. The main motive of
the supply chain management is to manage the process by which they can fulfill the customer
demand. In return this will lead to customer satisfaction and customer loyalty. Customer
Loyalty based on the firm performance and firm performance based on the Supply Chain
Management. The benefits which are gained with the usage of SCM Practices in Automotive
are lead time reduction, speed to market, efficiency enhancement, maximum resources
utilization, wastage reduction etc. Therefore, it’s recommended to use the same practices
across all other industries in Pakistan to get maximum benefit of advanced supply chain
management.
