OPTIMIZING SUPPLY CHAIN VALUE CREATION: THE MEDIATING INFLUENCE OF SUPPLIER NETWORKS ON CUSTOMER SATISFACTION AND SALES PERFORMANCE

Abstract

The objective of the current research examines the mediating effects of the supplier networks between the operational strategies of the supply chain management, with the satisfaction to increasing firm sales. The research study was based on quantitative research methods to better understanding of customer satisfaction, to increase firm productivity and sales performance. The approach of the lean manufacturing is positive associated with the operations of the supply chain management, and current research study provides the significance and greater understanding and better relationships among the approach of lean manufacturing and the operations of the supply chain management in the manufacturing industry in Pakistan. The data collection through the administrative developed questionnaire with the help non-probability with convenience sampling. The data analysis through the Smart pls and interpretations the results. The results suggested that manufacturing flexibility, productivity, cost reduction, positive associated with the supplier networks, and customer satisfaction has the significance and the statistical impact on the firm’s performance. Thus, the manufacturing flexibility, productivity, cost reduction positive impact on the suppliers’ networks, and the mediating effects of the suppliers’ networks between the productivity, and customer satisfactions cost reduction. Further, customer satisfaction mediates the supplier networks relationship and the firm’s performance, and also customer satisfaction has a positive impact on the firm’s performance.  As the managerial implications, the current research study results indicate the experts and the production managers, Supply chain managers to develop supplier relationships, to better efficient productivity, good quality products, to achieve operation alignment with customer expectations