STUDY OF CUSTOMER RELATIOSHIP, INFORMATION SHARING, FLEXIBILITY AND CUSTOMER SATISFACTION IN SMALL MEDIUM ENTERPRISES THROUGH SUPPLY CHAIN PRATICES

Abstract

Purpose One of the major pillar in the success of an organization is to create best customer satisfaction. Therefore, customer satisfaction has been researched a number of times. But, the connection or relationship between customer satisfaction and supply chain operation practices dimensions, despite of its significance, has not been highlighted. The main objective of this research paper is evaluate the impact of flexibility, information sharing, customer relationship and strategic supplier planning or partnership, where customer satisfaction acts as an independent variable. Methodology & Design Using a cross sectional research design based on adopted scales with pre-established validates, self-primary data was collected from 217 small medium enterprises customers and employee of Karachi, Pakistan. Hypothesis were tested using correlation and regression analysis for SPSS by Hayes (2013). Findings The result of the of the analysis show that there is a strong and mediate relationship of information sharing, customer relationship, strategic supplier partnership and flexibility on customer satisfaction. Limitations The current research employed non- probability convenience sampling drawn only from Karachi the therefore the findings of the research have limited generalizability. Recommendations Improve relationships with logistics service providers: Build strong relationships with your suppliers and help them meet the growing challenges of customer relationships. The more companies approach third party logistics companies (3PLs), the more necessary it is for a collaborative and strategic approach.