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Towards improved customer satisfaction and retention in the supply chain : an empirical study

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conference contribution
posted on 06.12.2017, 00:00 authored by Claudine SoosayClaudine Soosay, Paul HylandPaul Hyland, Philip BrethertonPhilip Bretherton
Organisations in supply chains face challenges in achieving competitive advantage. With the growing affluence of customers and rising standards of living, it is imperative for organisations to find strategies to continuously attain high levels of customer satisfaction (Morgan, 1996). This may entail customising products and services and various activities to meet individual customer needs (Wheelwright and Sasser, 1989; Lado et al, 1992; Hayes and Pisano, 1994). The objective of this paper is to investigate the initiatives developed to enhance customer satisfaction and retention in Distribution Centres as a service-centred view of relationship marketing. The empirical research involved detailed exploratory case studies of ten Distribution Centres, primarily employing qualitative data collection and analysis methods. Semi-structured interviews were conducted with twenty-three managers in these ten organisations together with visits to observe the operations of the Distribution Centres. The case studies showed firms’ commitment to customer satisfaction and retention in various ways such as being flexible, anticipating demand, collecting information and identifying new and different ways to satisfy customers. This study provides insight into firm-based activities required to pursue competitive advantage in logistics firms and provide useful recommendations for managers who are seeking to develop competencies for successful marketing strategies.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Parent Title

Proceedings of Academy of Marketing Conference.

Start Page

1

End Page

14

Number of Pages

14

Start Date

01/01/2006

ISBN-10

1904750494

Location

London, UK

Publisher

Middlesex University Business School

Place of Publication

London

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Faculty of Arts, Humanities and Education; TBA Research Institute;

Era Eligible

Yes

Name of Conference

Academy of Marketing. Conference