Consumer behaviour, customer satisfaction vis-a-vis brand performance: an empirical study of dairy food supply chain in India
by Pramod Kumar Mishra; B. Raja Shekhar
International Journal of Indian Culture and Business Management (IJICBM), Vol. 7, No. 3, 2013

Abstract: Quantifying customer satisfaction in any manufacturing or service supply chain is extremely important to know the end-user preferences. The higher the customer satisfaction, the higher is the sales, which in turn leads to better supply chain performance. In the current study customer satisfaction is measured quantitatively from a dairy food supply chain perspective in India. The data collected from the customers have been subjected to a rigorous analysis giving due weightage to the sampling and reliability of the instrument used for the study. From large number of indicators, factors have been drawn by using factor analysis and customer satisfaction index has been calculated thereto. The empirical findings are expected to add value to the concept where products are highly perishable and need conditioned transportation at every stage.

Online publication date: Sat, 30-Nov-2013

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Indian Culture and Business Management (IJICBM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com