لخّصلي

the satisfaction of customer the number of customers an organization have in many terms like the size of customer's pool, the quality of them and then not but not the least the loyalty they have with the organization.Other variables like the needs of the customers, how early a product can be in hand to fulfill those customer needs, partnership and relationship with the suppliers, which is, the information sharing about sales, future sales, the stock of inventory to be kept, and reliable and interconnected data, which will act as a helping hand in overall inventory management, all this has been studied by Lee & Kleener, 2001 [10].And as this issue of satisfying the most important stakeholder of the business which is customer, who also is the most unpredictable, and is one of the stakeholder of the business due to which the operations runs in business and the businesses operates due to it and satisfaction changes according to the values and behaviors of the individuals this area is of main concern and research.A study conducted by Wicks & Roethlein 2009 reported that any organization can be consistent in satisfying its customers, and customers will be retained with the organization which will result in more profitability only if there are more and more loyal customers [11].Zebrine et al., 2007 describes the ultimate objective of profitability, customer satisfaction is the main factor.Satisfaction is related to the fulfillment of the wants of the customer, and in the eyes of organization it means that does the product or service is fulfilling the wants of the customer or not, if it is then the customer will be satisfied, which also includes the stages to the fulfillments which can be over or under both.As a research conducted by Hague & Islam 2013, the selection of brand by customer will depend on the customer upon the perception and satisfaction level given by that brand by his prior experience with the brand, and if the experience is good he would always go for that brand [12].

the satisfaction of customer the number of customers an organization have in many terms like the size of customer’s pool, the quality of them and then not but not the least the loyalty they have with the organization. Now customer satisfaction can be measured based on his loyalty and repurchase from the organization, and these are among many other ways that an organization apply to serve its customer through the information system and the alliance of the customer [9]. As per Eckert 2007 satisfaction is reference to the product quality along with the services and the relation between the price and performance and along with all these it also is when an organization is right on top of the expectations of the customers and also going beyond those expectations. There are certain terms from which an organization can recognize the customer satisfaction, which can be the time taken for the delivery and also according to the specification of the customers [9]. Other variables like the needs of the customers, how early a product can be in hand to fulfill those customer needs, partnership and relationship with the suppliers, which is, the information sharing about sales, future sales, the stock of inventory to be kept, and reliable and interconnected data, which will act as a helping hand in overall inventory management, all this has been studied by Lee & Kleener, 2001 [10]. Satisfaction is related to the fulfillment of the wants of the customer, and in the eyes of organization it means that does the product or service is fulfilling the wants of the customer or not, if it is then the customer will be satisfied, which also includes the stages to the fulfillments which can be over or under both. If an organization wants to obtain high level of satisfaction in its customer, they are required to provide not only quality products but superior products. According to Hendricks 1997, it is very important before the purchase of the product weather the customer is satisfied or not. A study conducted by Wicks & Roethlein 2009 reported that any organization can be consistent in satisfying its customers, and customers will be retained with the organization which will result in more profitability only if there are more and more loyal customers [11]. And for making this happen organizations are working harder than ever as there is more of competition, to satisfy their customers by their loyalty, which will resultantly increase in the number of sales and profitability as well. Whenever the customer’s perception about any brand is good then it is an obvious fact that he would always want to avail the brand, because that brand has made its image and perception in the mind of the customer and he would always go for. As a research conducted by Hague & Islam 2013, the selection of brand by customer will depend on the customer upon the perception and satisfaction level given by that brand by his prior experience with the brand, and if the experience is good he would always go for that brand [12]. As the customer satisfaction has the direct influence on the sale of the customer and it plays a very important role in the businesses, so researchers are emphasizing this allot in their research that how the customers can be more satisfied by the business. And as this issue of satisfying the most important stakeholder of the business which is customer, who also is the most unpredictable, and is one of the stakeholder of the business due to which the operations runs in business and the businesses operates due to it and satisfaction changes according to the values and behaviors of the individuals this area is of main concern and research. As the environment is changing day by day and the competition increases in the environment, organizations must cater all these changes timely, studied by Zhang 2005 [13]. Zebrine et al., 2007 describes the ultimate objective of profitability, customer satisfaction is the main factor. Now day’s organizations are focusing on the customer satisfaction, which also shows the competitiveness of the organization [14]. As per Rad 2008, the flexibility of SC partners is the main factor on which the satisfaction of customer relies.