The role of supply chain performance on customer satisfaction

Abstract

ABSTRACT The study investigated the role of supply chain performance on customer satisfaction (A case of Century Bottling Company Limited-Namanve Branch). The general objective of the study was to examine the role of supply chain performance on customer satisfaction at Century Bottling Company Limited which was guided by three objectives. To evaluate the role of supply chain performance and its impact on customer satisfaction, to identify the key challenges affecting supply chain performance and propose strategies for improving supply chain performance to enhance customer satisfaction. A population of 45 employees from Century Bottling Company Limited was targeted, and a sample of 40 respondents was used. The study employed a cross-sectional research design, using both quantitative and qualitative approaches. Qualitative data was analyzed using the Statistical Package for the Social Sciences (SSPS) to develop findings, whereas qualitative data was analyzed qualitatively. A simple random sampling method was employed. The findings from the study indicated that Century bottling is increasingly focusing on optimizing inventory turnover so as to be in position to balance demand and supply. It was also found out that customer satisfaction metrics are increasingly tied to supply chain performance and that agile supply chains that can easily adapt to fluctuations in demand or supply disruptions are increasingly seen as a competitive advantage and can contribute to customer satisfaction. The findings further indicated that century bottling company has faced challenges in their supply chains like rising fuel prices and transportation costs, seasonality, difficulties in meeting environmental regulations and price fluctuations. The study revealed that optimizing inventory, enhancing supply chain visibility, route optimization and strengthening risk management and resilience have been a key factor in enhancing supply chain performance.