Track: Operations Management

Abstract

This research attempts to examine the role of supply chain management in enhancing customer satisfaction in the banking industry, taking Skye Bank Sierra Leone Limited as case study. Accordingly, the research focused on assessing some specific supply chain variables (reliability, responsiveness, cost and quality of products and services, and agility), among others, which are judged to influence customer satisfaction in the banking industry. The study utilized a mix of quantitative and qualitative data, for which descriptive statistical methods were adopted to analyze the data collected. 185 participants being customers of the case institution were targeted for this study via convenient sampling, from which 162 customers took part in the research. Findings revealed that, the variables assessed in this study seem to have a significant influence on customer satisfaction. Specifically, the reliability and responsiveness aspects tend to contribute more to the satisfaction of customers in the case institution than the cost and quality of products and services, and agility aspects in this study. The paper proffers some recommendations for enhancing customer satisfaction and improve loyalty via use of Quality Function Deployment (House of Quality).