THE EFFECT OF SUPPLY CHAIN MANAGEMENT ON CUSTOMER SATISFACTION: THE CASE OF HEINEKEN BREWERY S.C

Abstract

The primary objective of this study was to analyze the effect of supply chain management on customer satisfaction, focusing on Heineken Brewery S.C. The research examined the extent to which supply chain management aligns with customer satisfaction. An explanatory research design and a quantitative approach were employed. Data were collected through questionnaires, and findings were presented using descriptive and inferential analyses. The results indicate that supplier integration, customer integration, internal integration, information sharing, and logistics have a positive impact on customer satisfaction. The study highlights that improvements in these supply chain dimensions contribute significantly to enhancing customer experience. Based on the findings, the researcher suggests that Heineken Brewery should emphasize supply chain management strategies to further enhance customer satisfaction.