Relevance of Logistics in Supply Chain Management for overall Customer Satisfaction:An Empirical Study

Abstract

Supply chain management (SCM) is basically an information based process that integrates the various activities from raw material supply to manufacturing and finally the supply of finished products and services to the end customer Logistics is a process of movement of goods across the supply chain of the company. This process consists of various functions, which have to be properly managed to bring effectiveness and efficiency in the supply chain of the organisation. The major logistical functions are order processing, inventory management, warehousing, transportation, material handling and storage system and, logistical packaging. Customer service is an important element in marketing, irrespective of the product being tangible and intangible. In logistics management, customer service is the key element. Proper communication and information processing between customers and marketers is central to the supply chain philosophy. Highly satisfied customers are more loyal than less satisfied customers. In this research study a survey of customers on the air conditioning product of Voltas is used to examine the customer satisfaction due to the logistics management. Quality of packaging, improving the product delivery and maintaining a good relationship between the warehouse boys and the vehicle control managers are found to be related to customer satisfaction in logistics and supply chain management. Further to this, we have done a detailed literature review on logistics and supply chain management in customer service to supplement the authenticity of the research paper In additions to this, we have also developed a customer service driven logistics system which can be implemented in the companies for improving their business operations.