Customer Satisfaction on Supply Chain Management Practices: A Study of Toyota and Tata Motors in Kingdom of Saudi Arabia

Abstract

Automobile industry has been a major driver growth of a nation’s economy and is a significant contributor to the global economy. The Automobile has been described as both a form and function based product involving high level of engineering as well as being positioned as a fashion product. Supply chain management is typically viewed to lie between fully vertically integrated firms where the entire material flow is owned by a single firm, and those where each channel members operates independently. For the automobile industry the crucial element in the supply chain management is its ability to forecast demand accurately. The objective of the current study was to find out the level of customer satisfaction on supply chain management practices of Toyota and Tata motors in KSA. A total of 250 randomly drawn respondents were taken for the survey using questionnaire method. It was found that the customer having Toyota are more satisfied on the dimension of time taken for delivery, promised time delivery, accessories and spare parts, after sales services, grievances handling and supply chain management as compare to Tata motors. It was also found that young generations are more satisfied with  Toyota  while old customer are more satisfied with Tata motors. Majority of the customers of both the companies are also showing satisfaction with Dealership network.

Keywords: Customer Satsifaction, Supply Chain Management, Promised Time Delivery, Grievance Handling Mechanism