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

Department of Business Administration, Ekiti State University, Ado Ekiti, 360001 Ekiti State, Nigeria
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Logistics 2019, 3(1), 2; https://doi.org/10.3390/logistics3010002
Received: 26 October 2018 / Revised: 18 December 2018 / Accepted: 21 December 2018 / Published: 26 December 2018
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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. View Full-Text
Keywords: supply chain management; logistics; collaboration; cooperation; supply chain design; customer satisfaction; distribution; regression; noodles supply chain management; logistics; collaboration; cooperation; supply chain design; customer satisfaction; distribution; regression; noodles
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Ogunmola, O.S.; Arogundade, K.K. Effects of Supply Chain Design and Collaboration on Customers’ Satisfaction of Instant Noodles in Ekiti State, Nigeria. Logistics 2019, 3, 2.

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