Utilising surveys for finding improvement areas for customer satisfaction along the supply chain
Ipek Deveci Kocakoc and Ali ŞenDokuz Eylul University, Buca/Izmir, Turkey
INTRODUCTION
Today's competitive environment means that companies need to understand their customers' expectations and preferences, and use these as a guide in order to achieve competitive advantage. In dynamic market conditions, it is vitally important to perceive and satisfy customer needs. If customer satisfaction measurements are used as a source of improvement efforts, results will be more satisfactory and realistic (Rampersad 2001).
Mass production usually creates a gap between manufacturers and...