Effects of Supply Chain Design and Collaboration on Customers’ Satisfaction of Instant Noodles in Ekiti State, Nigeria

Oluleye Ogunmola,Kayode Arogundade

doi:10.3390/logistics3010002

Abstract

The degree of collaboration among supply chain partners and the structure of the network are important determinants of the level of satisfaction customers derive from the products or services. However, the effects of these dimensions on customer satisfaction at the downstream section of the supply chain remain under-researched in Nigeria. This study precisely examined the effects of collaboration and supply chain design on customers’ satisfaction at the downstream end of the chain using Ekiti State as study area. The study employed descriptive survey design with the use of structured Likert scale questionnaire administered to 381 retailers of noodles in Ekiti State. The research hypotheses were analysed using simple linear regression as statistical technique with the aid of SPSS version 22.0. At the end of the study, it was observed that both collaboration and supply chain design were significant predictors of customers’ satisfaction of instant noodles in Ekiti State. However, collaboration among supply chain partners emerged as stronger determinant of customers’ satisfaction than supply chain design. The study concludes that these two practices of supply chain management are highly important criteria any manufacturing firm especially in the noodles industry must pay close attention to in order to satisfy her consumers.

Highlights

Chain management is a set of measures employed to adequately unify the activities of suppliers, manufacturers and partners in distribution process to ensure optimal production and distribution of goods in right quantities to appropriate places and in timely manner so as to minimize overall cost while creating value and satisfaction for customers [1]
The study concludes that these two practices of supply chain management are highly important criteria any manufacturing firm especially in the noodles industry must pay close attention to in order to satisfy her consumers
Arogundade [3] noted that in the supply chain management, the most logical and common logistic is the feed-forward logistic pattern where goods travel from the manufacturer to the ultimate consumer

Summary

Introduction

Chain management is a set of measures employed to adequately unify the activities of suppliers, manufacturers and partners in distribution process to ensure optimal production and distribution of goods in right quantities to appropriate places and in timely manner so as to minimize overall cost while creating value and satisfaction for customers [1]. Customer Satisfaction survey recently conducted on the competing noodles brands in Nigeria indicated that brands such as Honeywell and Golden Penny noodles have become scarce commodities in some parts of the country, Ekiti State inclusive [5]. This explains the reason why Indomie noodles continue to dominate the market because of its continuous innovations in distribution, promotions and advertisement

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Results

Conclusion