The effect of customer satisfaction on design and profitability of supply chains

人们普遍认识到，单个企业如果作为供应链而不是独立的实体进行竞争，成功的机会就更大。由于供应链的成败掌握在客户手中，因此供应链的最终目标是满足客户的需求。本研究旨在探讨顾客满意度对供应链获利能力的影响。收入直接受客户数目及销量影响。通过采用有效的忠诚度计划和设计响应式供应链来满足客户需求，可以实现收入的增加。忠诚度计划是结构化的营销工作，旨在通过奖励客户的重复购买行为来提高客户的忠诚度。另一方面，反应能力被定义为“供应链对需求变化迅速作出反应的能力，无论是在产品数量上还是在产品组合上。本研究包括以下两个主要部分。

It is well recognized that individual businesses have greater chance of success if they compete as supply chains rather than stand-alone entities. Since the success or failure of a supply chain is in the hands of customers, the ultimate goal of the chain is to meet the needs of its customers. This research proposal aims at investigating the effects of customer satisfaction on the profitability of supply chains. Revenue is directly affected by the number of customers and sales volume. Increased revenue can be achieved by satisfying customers through adopting effective loyalty programs and also designing responsive supply chains. Loyalty programs are structured marketing efforts that aim to enhance customers’ loyalty by rewarding their repeat purchase behaviour. Responsiveness, on the other hand, is defined as “the ability of a supply chain to respond rapidly to the changes in demand, both in terms of volume and mix of products.” This research involves two main components as follows.