Consumer Behavior, Supply Chain Management and Customer Satisfaction: An Investigative Study in Small and Medium Enterprises

Abstract:     
It has been widely noted in many publications, both in academic subjects and popular references that supply chain management is important to deliver the products and services to end customers. However, it appears that the notions on supply chain management may only be indirectly associated with the issues surrounding consumer behaviors toward maintaining and/or otherwise pushing customer satisfaction. As referenced in many publications, undoubtedly, the role of supply chain management is an important factor in boosting the organizational success. On a separate perspective, consumer behavior is also an essential factor toward organizational viability into years to come.

Qualitatively, preliminary studies have been undertaken concerning the connection between supply chain management and customer satisfaction, as well as the connection between consumer behavior and customer satisfaction, in trying to recognize the clear distinctions of each topic toward ensuring customer satisfaction. This paper attempts to bring out the significance of both issues combined in relation to customer satisfaction. If the preliminary studies emphasized in automotive and food industries, this paper attempts to analyze the small and medium enterprises in service industry. It is expected that the increasing roles of supply chain management and consumer behavior in small and medium enterprises are able to improve the overall organizational performance.

A cluster sampling methods is incorporated in this study to note the characteristics of those small and medium enterprises in certain locations. Variables chosen in this study are mainly covered the traditional SERVQUAL dimensions of tangible, reliability, responsiveness, assurance, and empathy. Aside from the qualitative analyses, which are based on interviews and field observations, a combination of statistical software packages are utilized as tools toward building quantitative analysis of the study. Research is conducted by gathering data from primary and secondary sources in service industries in Jakarta, and Bandung. As stated, it is expected that such studies would reveal the significance of supply chain management and consumer behavior in boosting the customer satisfaction level toward organizations' products and services. It is expected that such issues are mostly true for small and medium enterprises, perhaps.

Number of Pages in PDF File: 10

Keywords: supply chain management, consumer behavior, customer satisfaction, SERVQUAL, small and medium enterprises

JEL Classification: M10

Accepted Paper Series