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

Proceeding, International Seminar on Industrial Engineering & Management, August 29-30, 2007, Jakarta, Indonesia, ISSN # 1978-774X

10 Pages Posted: 11 Mar 2008 Last revised: 28 Nov 2011

See all articles by Samuel P. D. Anantadjaya

Samuel P. D. Anantadjaya

International University Liaison Indonesia (IULI)

Astari Walidin

Swiss German University

Egah Sari

Swiss German University

Irma M. Nawangwulan

International University Liaison Indonesia (IULI) - Hotel & Tourism Management

Date Written: August 30, 2007

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.

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

JEL Classification: M10

Suggested Citation

Anantadjaya, Samuel P. D. and Walidin, Astari and Sari, Egah and Nawangwulan, Irma M., Consumer Behavior, Supply Chain Management and Customer Satisfaction: An Investigative Study in Small and Medium Enterprises (August 30, 2007). Proceeding, International Seminar on Industrial Engineering & Management, August 29-30, 2007, Jakarta, Indonesia, ISSN # 1978-774X, Available at SSRN: https://ssrn.com/abstract=1013492

Samuel P. D. Anantadjaya (Contact Author)

International University Liaison Indonesia (IULI) ( email )

Eco Campus, The Breeze
BSD City
Serpong, Tangerang, Banten 15345
Indonesia
+62-21-5058-8000 (Phone)

HOME PAGE: http://www.iuli.ac.id

Astari Walidin

Swiss German University

EduTown, BSD City
Serpong, Tangerang 15339
Indonesia

Egah Sari

Swiss German University

EduTown, BSD City
Serpong, Tangerang 15339
Indonesia

Irma M. Nawangwulan

International University Liaison Indonesia (IULI) - Hotel & Tourism Management ( email )

Indonesia, 15330
Indonesia

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