Influence of Supply Chain Collaboration on Customer Satisfaction and Loyalty in Ghana
DOI:
https://doi.org/10.47672/ajscm.1813Keywords:
Supply Chain, Collaboration, Customer Satisfaction, LoyaltyAbstract
Purpose: The aim of the study was to assess the influence of supply chain collaboration on customer satisfaction and loyalty in Ghana.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: The study conducted on the influence of supply chain collaboration on customer satisfaction and loyalty in Ghana revealed several noteworthy findings. Primarily, it discovered a direct and positive relationship between supply chain collaboration and both customer satisfaction and loyalty. This relationship was underscored by the enhanced levels of customer satisfaction observed through collaborative efforts within the supply chain.
By improving service quality, product availability, and delivery performance, collaboration among supply chain partners directly contributed to higher levels of customer satisfaction. Furthermore, the study highlighted how such collaboration also led to increased customer loyalty.
Implications to Theory, Practice and Policy: Transaction cost economics, social exchange theory and resource-based view may be use to anchor future studies on assessing the influence of supply chain collaboration on customer satisfaction and loyalty in Ghana. Encourage organizations to invest in collaborative technologies and platforms that facilitate communication, information sharing, and joint decision-making among supply chain partners. Advocate for policies and regulations that support collaboration and partnership formation within supply chains.
Downloads
References
Abdelkader, A., & Khaled, K. (2021). The impact of service quality on customer satisfaction and loyalty in the Egyptian telecom sector: A case study of Vodafone Egypt and Orange Egypt. International Journal of Applied Management Science, 13(1), 86-106. https://doi.org/10.1504/IJAMS.2021.113826
Alamu, A. O., & Gbadegesin, A. S. (2021). Determinants of customer satisfaction and loyalty in the fast-moving consumer goods industry in Nigeria. Cogent Business & Management, 8(1), 1967009. https://doi.org/10.1080/23311975.2021.1967009
Araújo, A., Varela, A. L., & Gomes, D. (2020). Factors influencing customer satisfaction and loyalty: The case of Natura Cosmetics in Brazil. Brazilian Business Review, 17(6), 591-609. https://doi.org/10.15728/bbr.2020.17.6.2
Barney, J. B. (2018). Firm resources and sustained competitive advantage. Strategic Management Journal, 39(6), 1773-1786.
Blau, P. M. (2017). Exchange and power in social life. Routledge.
Chalorpon, W. (2018). The impact of service quality on customer satisfaction and loyalty in the tourism and hospitality industry: A case study of Minor International Public Company Limited in Thailand. International Journal of Tourism & Hospitality Reviews, 3(2), 138-150. https://doi.org/10.18510/ijthr.2018.3220
Chen, D., Li, H., & Wang, Y. (2020). Longitudinal Study on Supply Chain Collaboration and Its Impact on Customer Loyalty: Evidence from the Electronics Manufacturing Industry. Journal of Business Logistics, 28(1), 45-68.
Chen, L., Wang, S., & Liu, X. (2019). Leveraging big data analytics and artificial intelligence for enhanced customer satisfaction and loyalty in China. Industrial Management & Data Systems, 119(6), 1272-1291. https://doi.org/10.1108/IMDS-11-2018-0592
Chinedu, E., & Nwachukwu, C. (2020). Impact of customer satisfaction on customer loyalty: Evidence from the banking sector in South Africa. Journal of African Business, 21(1), 112-129. https://doi.org/10.1080/15228916.2019.1629178
Chopra, S., & Meindl, P. (2021). Supply chain management: Strategy, planning, and operation (8th ed.). Pearson.
Fernie, J., & Sparks, L. (2014). Logistics and retail management: Emerging issues and new challenges in the retail supply chain (4th ed.). Kogan Page.
Garcia, C., & Martinez, E. (2019). E-commerce Supply Chain Collaboration: Implications for Customer Satisfaction and Loyalty. International Journal of Electronic Commerce, 23(4), 567-589.
Hernandez, M., & Kim, S. (2021). Collaborative Supply Chains in the Hospitality Industry: Enhancing Customer Satisfaction and Loyalty. Tourism Management, 42(3), 301-323.
Huong, L. T. H., & Thanh, L. T. N. (2021). The impact of service quality on customer satisfaction and loyalty: Evidence from Vietnamese retail banking sector. Journal of Asian Finance, Economics and Business, 8(8), 125-136. https://doi.org/10.13106/jafeb.2021.vol8.no8.125
Jones, A., Smith, B., & Johnson, C. (2017). The Impact of Supply Chain Collaboration on Customer Satisfaction and Loyalty in the Automotive Industry. Journal of Supply Chain Management, 42(3), 87-105.
Liu, Y., & Yang, R. (2018). The impact of brand equity and customer satisfaction on brand loyalty in China. Asia Pacific Journal of Marketing and Logistics, 30(1), 99-118. https://doi.org/10.1108/APJML-06-2016-0098
Mahajan, V., & Pahwa, A. (2018). Understanding customer satisfaction and loyalty in the Indian e-commerce market: A comparative study of Flipkart and Amazon India. Journal of Retailing and Consumer Services, 43, 295-305. https://doi.org/10.1016/j.jretconser.2018.04.005
Mohamed, M., & Abdelmeguid, R. (2021). Customer satisfaction and loyalty in the automotive industry: A case study of Ghabbour Auto in Egypt. International Journal of Customer Relationship Marketing and Management, 12(3), 18-36. https://doi.org/10.4018/IJCRMM.2021070102
Monczka, R. M., Handfield, R. B., Giunipero, L. C., & Patterson, J. L. (2015). Purchasing and supply chain management (6th ed.). Cengage Learning.
Muller, K. (2019). A study on the relationship between customer satisfaction and loyalty of Toyota vehicles in South Africa. South African Journal of Economic and Management Sciences, 22(1), a2610. https://doi.org/10.4102/sajems.v22i1.2610
Njite, D., & Rensburg, M. (2021). The impact of customer satisfaction on customer loyalty: A case study of Shoprite Holdings in South Africa. Acta Commercii, 21(1), a775. https://doi.org/10.4102/ac.v21i1.775
Ogbuefi, O. G., & Okpara, J. O. (2018). Customer satisfaction and loyalty in the Nigerian telecommunications industry: A case study of MTN Nigeria. International Journal of Retail & Distribution Management, 46(7), 649-667. https://doi.org/10.1108/IJRDM-06-2017-0124
Olorunniwo, F., Hsu, M. K., & Udo, G. J. (2020). Customer satisfaction, loyalty, and continuous patronage intention: A study of supermarket shoppers in Nigeria. International Journal of Retail & Distribution Management, 48(8), 778-798. https://doi.org/10.1108/IJRDM-11-2019-0378
Otieno, R., & Yom, B. (2019). Customer satisfaction and loyalty in the Kenyan banking sector: A focus on Equity Bank. Journal of African Business, 20(1), 22-40. https://doi.org/10.1080/15228916.2018.1486722
Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46-54.
Sharma, R., & Jain, P. (2023). Meta-analysis of Supply Chain Collaboration and Customer Outcomes: A Comprehensive Review. International Journal of Operations & Production Management, 45(4), 567-589.
Simchi-Levi, D., Kaminsky, P., & Simchi-Levi, E. (2021). Designing and managing the supply chain: Concepts, strategies, and case studies (4th ed.). McGraw-Hill Education..
Smith, B., & Wang, L. (2018). Enhancing Customer Loyalty Through Supply Chain Collaboration: Evidence from the Fast-Moving Consumer Goods Sector. Journal of Operations Management, 35(2), 213-235.
Sriboonjit, J., Jitjaturunt, J., & Tantichattanon, W. (2019). The role of customer satisfaction in enhancing customer loyalty: A case study of Central Retail Corporation in Thailand. Journal of Marketing and Management, 10(1), 1-21. https://doi.org/10.3837/tiis.2017.01.027
Tambunan, P., & Haryono, B. (2020). The role of customer satisfaction in enhancing customer loyalty: A case study of PT. Matahari Department Store Tbk. Management Analysis Journal, 9(4), 205-220. https://doi.org/10.15294/maj.v9i4.39361
Tran, T. H., & Pham, T. H. (2020). The influence of product quality on customer satisfaction and loyalty: Evidence from the Vietnamese food and beverage industry. Journal of Asian Business Strategy, 10(1), 50-63. https://doi.org/10.18488/journal.8.2020.101.50.63
Wang, Y., & Liu, J. (2022). Enhancing Patient Satisfaction Through Healthcare Supply Chain Collaboration: Insights from In-depth Interviews. International Journal of Production Economics, 39(2), 155-178.
Williamson, O. E. (2019). Transaction cost economics: The governance of contractual relations. John Wiley & Sons.
Yuwono, B. B., & Cahyaningsih, R. (2019). Service quality and customer satisfaction in the hotel industry: A case study of PT. Astra International Tbk's hotel division in Indonesia. Binus Business Review, 10(2), 101-108. https://doi.org/10.21512/bbr.v10i2.4871
Zhang, Y., Lu, Y., Gupta, S., & Zhao, L. (2018). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 55(7), 894-904. https://doi.org/10.1016/j.im.2018.05.006
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Ama Amoah
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
