EFFECTS OF SUPPLY CHAIN MANAGEMENT PRACTICES ON CUSTOMER SATISFACTION OF INSTANT NOODLES IN EKITI STATE, NIGERIA
THE ROLES OF INFORMATION SHARING AND COMMUNICATION
Abstract
Firms in the noodles industry are facing dwindling sales for coming short of customer’s demands and expectations. Efficient supply chain is considered an important approach to increase customer satisfaction. This study empirically evaluated the effects information sharing and communication on customer satisfaction of instant noodles. The survey was conducted among customers (retailers) of instant noodles in Ekiti State, Nigeria. A total of 381 respondents took part in the study with 369 returned questionnaire indicating 97% response rate as study hypotheses were tested through regression analysis. The outcome of the study revealed that information sharing and communication showed significant influence on customer satisfaction with communication returning slightly higher effect on customer satisfaction than information sharing.
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