SUPPLY CHAIN QUALITY MANAGEMENT (SCQM) PRACTICES AND THE EFFECTS ON CUSTOMERS' SATISFACTION IN THE BREWERY COMPANIES IN CAMEROON
DOI:
https://doi.org/10.47604/ijscm.1094Keywords:
Supply Chain Quality Management, Customer Satisfaction, Brewery companies, Cameroon.Abstract
Purpose: The heightening of competitive pressures has led companies to utilizing quality management practices through indirect competition. The brewery companies in Cameroon recently are noticing a wide variety of practices to this effect. This paper so sort to identify the supply chain quality management practices suitable for the brewery companies in Cameroon and also to examine their effects on customer satisfaction.
Methodology: The study made use of a case study survey research design. The quest for originality and the desire to address issues particular to the brewery companies in Cameroon gave room for the use of primary data collected using a survey questionnaire. From a diverse population 200 customers of the four principal brewery companies in the South West Region participated in the study. The Cronbach's Alpha was used to identify key constructs of supply chain quality management while the OLS technique was used to examine their effects on customer satisfaction.
Results: The study found that the supply chain quality management practice suitable for the brewery companies in Cameroon were top management commitment, strategic supplier partnerships, customer relationship management, information sharing and continuous improvement and innovation. Further, top management commitment, strategic supplier partnerships, customer relationship management, continuous improvement and strategic supplier partnership were found to significantly affect customer satisfaction at 5% level of significance while information sharing was insignificant. Generally, 39.9% of variations in customer satisfaction were as a result of changes in supply chain quality management.
Unique contribution to theory, policy and practice: The unique contribution to practice rest on clearly identifying the constructs of supply chain quality management suitable to the brewery companies in Cameroon. In relation to theory the study established a significant relationship between supply chain quality management and customer satisfaction and made policy recommendations for the implementation of top management commitment, customer relationship management, continuous improvement and strategic supplier partnership.
Downloads
References
Barve, A. (2011). Impact of Supply Chains Agility on Customer Satisfaction, International Conference on E-business, Management and Economics, IPEDR, 3, IACSIT Press, Hong Kong, 325 - 329.
Biesok, G. and Wyród-Wróbel, J. (2011). Customer Satisfaction - Meaning and Methods of Measuring, Research Gate. Accessed online on Nov 27, 2019 at https://www.researchgate.net/publication/318013354
Emmanuel, De T. 2019). Federer pour conduire ensemble le changement, accessed online at https://lesbrasseriesducameroun.com on June12, 2020
Flynn, B. and Flynn, E., (2005). Synergies between supply chain management and quality management: emerging implications, International Journal of Production Research, 43(16), 3421-3436.
Gatobu, H. F. and Esther, W. (2014). Role of Supply Chain Practices on Customer Satisfaction in the Printing Industry in Kenya: A Case Study of Morven Kester East Africa Limited, International Journal of Academic Research in Business and Social Sciences, 4(10), 128 - 143.
Kuei, C., Madu, C. N. & Winch, J. (2008). Supply chain quality management: A simulation study,Information and Management Sciences, 19, 131-151.
Lagat, C., Koech, J. and Kemboi, A. (2016). Supply Chain Management Practices, Customer Satisfaction and Customer Loyalty, European Journal of Business and Management, 8(21), 1 - 11.
Li, S. & Lin, B. (2006). Accessing Information Sharing and Information Quality in Supply Chain ManagementDecision Support Systems, 42, 1641-1656, 10.1016/j.dss.2006.02.011.
Li, S., Ragu-Nathan, B., Ragu-Nathan, T. S., & Rao, S. S. (2006). The impact of supply chain management practices on competitive advantage and organizational performance. Omega, 34(2), 107-124.
Maqbool, Saif & Rafiq, Muhammad. (2014). Creating Competitive Advantage Through Supply Chain Management, International Journal of Research in Commerce, IT and Management, ISSN 2231-5756.
Michael, K. (2019). What Is Direct and Indirect Competition? Accessed online on June 20, 2020 at https://manychat.com/blog/indirect-competition/
Omoruyi, O. and Mafini, C. (2016). Supply Chain Management and Customer Satisfaction in Small to Medium Enterprises, Studia Ubb Oeconomica, 61(3), 43-58.
Oparinde, D. O. (2019). Top Management Commitment to Total Quality Management as A Correlate of Customer Satisfaction in the Nigerian Banking Sector, Texila International Journal of Management, Special Edition.
Osayuwamen, O. & Chengedzai, M. (2016). Supply Chain Management and Customer Satisfaction In Small to Medium Enterprises, Studia UBB OECONOMICA, 61(3), 43-58, DOI: 10.1515/subboec-2016-0004
Purna, V. (2015). Analyzing Indirect Competitors Can Help Your Link Building Efforts, accessed online on June 20, 2020 at https://www.searchenginewatch.com/2015/06/22/analyzing-indirect-competitors-can-help-your-link-building-efforts/
Radwan el, S. & Kassem, A. (2016). The Impact of Supply Chain Management on Customer Service (A Case Study of Lebanon), Management [Scientific & Academic Publishing] 6(2), 46-54
Remus, S. (2016). 5 Top Objectives of Highly Successful Businesses, hubgets. Accessed online on June 2018 at https://www.hubgets.com/blog
Robinson, J.R. and Malhotra, M.K., (2005). Defining the concept of supply chain quality management and its relevance to academic and industrial practice, International Journal of Production Economics, 96(18), 315-337.
Staff writer (2016). Diageo Guinness Cameroon, accessed on August 20, 2019 at https://www.supplychaindigital.com/company/diageo-guinness-cameroon
Suhong, Li., Subba, R. S., Ragu-Nathan, T.S., & Ragu-Nathan, B. (2009). Development and Validation of a Management instrument for Studying Supply Chain Management Practices.
Sylvain, A. (2018). Cameroon: Beer consumption, Agrobusiness, accessed online at https://www.businessincameroon.com on August 20, 2019.
The World Factbook (2019). Cameroon Demographics Profile 2019, accessed online on June 20, 2020 at https://www.indexmundi.com/cameroon/demographics_profile.html
Weiner, B., Frieze, I., Kukla, A., & Reed, L. (1971) in Atila, Y. & Fisun, Y. (2008). Tourist Satisfaction and Complaining Behavior: Measurement, and Management Issues in the Tourism and Hospitality Industry, Nova Science Publishers, New York.
Downloads
Published
How to Cite
Issue
Section
License
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
