IMPACT OF SUPPLY CHAIN INNOVATION ON CUSTOMER RETENTIONS
Abstract
Effective supply chain has become a critical success factor that drive customer satisfaction and retention, which are vital keys for enhanced organizational performance and survival in today’s highly competitive business arena. This paper theoretically examines the impact of supply chain innovation on customer retention. The paper noted that supply chain innovation provides organizations with competitive advantage over their rivals in the market and help them to retain their customers. It also identifies effective timely delivery, after sale service and responsiveness as the dimensions of supply chain innovation. The paper concluded that supply chain innovation enhances customer’s satisfaction which is vital for their retention and loyalty. Additionally, customer retention and loyalty requires that manufacturing firms delivers on their customer’s expectation fully in a predictable and an ongoing supply chain relationship. Supply chain innovation results to more efficient and more productive processes within the supply chain and is essential for manufacturing firms to remain competitive. It is recommended that organizations should ensure that effective collaboration exist between all stakeholders in the supply chain process in order to promote successful customer satisfaction. Additionally, organizations need to provide customer purchase satisfaction before and after purchase since this is likely to lead to customer retention and satisfaction. Organizations should also ensure that they incorporate effective time delivery as one of their strategic options in their supply chain management as this will result to customer’s satisfaction which enhances retention, among others.
Keywords
Full Text:
XMLReferences
Ako-Nai, E. (2016). Effect of customer service on customer satisfaction, a case study of Fidelity bank (Master Thesis).University of Science and Technology, Kwame Nkrumah, Ghana.
Alireza, F., Fatemeh, B., &Pegah, M. (2011). How after-sales service quality dimensions affect customer satisfaction. African Journal of Business Management, 5(17), 7658-7664.
Al-Saa’da, R., Abu Taleb, Y., Abdallat, M., Al-Mahasneh, R., AwniNimer, N., & Al-Weshah, G. (2013). Supply chain management and its effect on health care service quality: Quantitative evidence from Jordanian private Hospitals. Journal of Management and Strategy, 4(2), 1-10.
Artkem, J., in Christopher, Martin (1998). Logistics and supply chain management. Strategies for reducing costs and improving services. Edition England: Prentice Hall, Financial Times.
Ayers, J.B. (2001). Costs: Getting to the root cause. Supply Chain Management Review, 7 (6), 24-30.
Bello, D.(2004).An institutional analysis of supply chain innovation in global marketing channels . Industrial marketing management 33(1), 57-64
Buhong L., Subba, R., Ragu-Nathan, T.S. & Ragu-Nathan, B. (2009). Development and validation of a management instrument for studying supply chain management practices.
Choughri, R. &Kassem, A. (2016).The impact of supply chain management on customer service (A case study of Lebanon). Management, 6(2), 46-54.
Christopher, M. (1998). Logistics and supply chain management: Strategies for reducing costs and improving services. London: Pitman.
Factors affecting customer satisfaction in after-sales service of Malaysian electronic business market. Canadian Social Science, 5(6), 1-
Ghavami, A. & Olyaei, A. (2006).The impact of CRM in customer retention (Master Thesis).Lulea University of Technology, Sweden.
Gilaninjoria, S. Taleghani, M., Mausavian, S.J., Jalivand, S., Khanjani, S. Rad, M.S., Shadmani, E., Shin, Z. &Seighalani, F.Z. (2012). Impact of supply chain dimensions on customer satisfaction. Kuwait Chapter of Arabian Journal of Business and Management Review, 1 (5), 104-111.
Handfield, R.B. & Nicholas, E.L. (2002). Introduction to supply chain management. New Jersey; Pnentice-Hall, Inc.
Harland, C. (1996). Supply network strategies. The case of health supplies.European Journal of Purchase, Supply, Management, 2(4), 183-192.
Harris, K.J. & Watkins, P. (1998). The impediments to developing a market orientaticn: An exploratory study of small UK hotels. International Journal of Contemporary Hospitability Management, 10,221-226.
Hendriks, I.E. (1997). Purchasing contributions of time-based strategies. Tempe: Center for Advanced Purchasing Studies.
IGI Global (2023) what is supply chain innovation retrieved from. www.igi –global .com.
Institute of Management Services (2019). Supply Chain innovation. Retrieved from: http://www.ims-productivity.com/page.cfm/content/supply-chaininnovation!
Kenton, W. (2019). What is a supply chain? Retrieved from:https://ww.nuestopedia.com/terrns/s/supplychain.asp.
Lagat, C., Koech, J. &Kembai, A. (2016). Supply chain management practices, customer satisfaction and customer loyalty. European Journal of Business and Management, 8(21), 1-11.
Li, S., Ragu-Nathan, B., Ragu-Nathan, T., &Rao, S. S. (2006). The impact of supply chain management practices on competitive advantage and organizational performance. Omega, 34(2), 107-124. http://dx.doi.org/10.1016/j.omega.2004.08.002
Maboodi, M., Javanshir, H., Rashidi, A. &Valipour, P. (2010).The effect of applying supply chain management on customer satisfaction in the textile industry.Iranian Journal of Textile Science and Technology Research, 1:13.
Mentzer, J.T. Dewitt, Keebler, J. Mini, S., Nix, N.W. Smith, C.D., & Zach, Z.G. (2001). Defining supply chain management.Journal of Business Logistics, 22(2), 1-25.
Obafemi, O. O., Obiekwe, O. &Oiku, P.O. (2022) Impact of customer Loyalty on organizational Performance.IIARD International Journal of Economics and Business Management, 8(5), 56 – 62.
Ou, C.S., Liu, F.C., Hung, Y.C. & Yen, D.C. (2010). A structural model of supply chain management on firm performance.International Journal of Operations & Production Management 3 0(5), 526-545.
Oztiinen, A. &Sevil, (2009). Supply chain management as a sustainable performance booster for the accommodation enterprises: Evidence from North Cyprus Tourism Sector. International Journal of Business and Management, 4(2), 97-111.
Parashar, M. & Singh, S. M. (2005).Innovation capability.IBM Management Review, 115 – 123.
Power, D.J. Sohal, A &Rahman, S.U. (2001). Critical success factions in agile. Supply chain management: An empirical study. International Journal of Physical Distribution and Logistics Management, 31(4), 247-265.
Rajabzadeh, A., Khadivar, A. and Kazemi, A. (2007). The effect of supply chain model on improvement of service quality to customers and develop the main components. Journal of Business, 43:185.
Rice, J. (2019). What is supply chain innovation? Separating, the reality from the hype. Retrieved from: http://supplychainmit,com/201 3/05/01/what-is supp1y-chan-innovation-seperati ng-the-rea1ity-from-the-hype/
Robbins , S. P. & Coulter, M. (2006). Management (9th edition) New York: Prentice Hall.
Sendpulse (2022). Customer loyalty. Retrieved from: www.sendpulse.ng.
Seyed; M., Moosari, A. &Shahab, H. (2009). Evaluation of factors affecting the performance of customer relationship management and the new model and measurement (Case study.The electronics industry). Journal of Educational Management, 2:79.
Sohal, A.S., Power, D.J. &Terziovski, M. (2002). Supply chain management in Australian Manufacturing: Two case studies. Computer & Industrial Engineering, 43 (1-2), 97.
Tank, K.C. Kannan, V.R. &Handfield, R.B. (1998). Supply chain management: supplier performance and firm performance. International Journal of Purchasing and Materials Management, 34(3).
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Ndubuisi Martins Egwuekwe, Onyebuchi Obiekwe (PhD), M. E. Akinade
ISSN (PRINT): 2682 - 6135
ISSN (ONLINE): 2682 - 6127
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.