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

Oluleye Seun Ogunmola and Kayode Kingsley Arogundade
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Oluleye Seun Ogunmola: Department of Business Administration, Ekiti State University, Ado Ekiti, 360001 Ekiti State, Nigeria
Kayode Kingsley Arogundade: Department of Business Administration, Ekiti State University, Ado Ekiti, 360001 Ekiti State, Nigeria

Logistics, 2018, vol. 3, issue 1, 1-13

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.

Keywords: supply chain management; logistics; collaboration; cooperation; supply chain design; customer satisfaction; distribution; regression; noodles (search for similar items in EconPapers)
JEL-codes: L8 L80 L81 L86 L87 L9 L90 L91 L92 L93 L98 L99 M1 M10 M11 M16 M19 R4 R40 R41 R49 (search for similar items in EconPapers)
Date: 2018
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