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CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 1 Literature Review: Customer Satisfaction and The Supply Chain Faizan Malik School of Business, Liberty University Author Note Faizan Malik I have no known conflict of interest to disclose Correspondence concerning this article should be addressed to Faizan Malik Email: FMalik@liberty.edu

CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 2 Abstract Customer satisfaction can have a significant impact on the success of an organization and is used as a key business indicator for businesses across varying industry. With the supply chain playing a crucial role in an organization’s interaction, the correlation between the supply chain and customer satisfaction must be examined to understand how businesses can best satisfy their customers, including potential responses to disruptions within the supply chain. The impact of Covid-19 on the supply chain and customer satisfaction will also be reviewed, with emphasis on the potential ramifications for businesses failing to adapt to changing climates. There also exist several Biblical implications for both customer satisfaction and the supply chain, which will integrate into the Genesis framework. Keywords : Supply Chain, Supply Chain Management, Customer Satisfaction, Covid-19

CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 3 Introduction Customer satisfaction can play an integral role in the success of a business, with many organizations placing the most emphasis on key drivers of customer satisfaction. Defined as the “the judgment a consumer makes in relation to his/her sense of fulfillment related to his/her choices about the purchase and use of specific products and services” (Guido, p.2, 2015), customer satisfaction is used by organizations across all industries to gauge the reaction of their consumers to their products, services, and the organization’s overall capabilities. Often used as a key performance indicator (KPI) for many organizations, customer satisfaction is a key to building brand loyalty and for customer retention. Given the amount of competition across many industries, organizations with high customer satisfaction levels also see benefits such as increased revenue and decreased costs associated with marketing. Poor customer satisfaction levels, conversely, can negatively impact businesses. Hykin explains that poor customer satisfaction levels have resulted in $75 billion in losses, with the cost of losing customers for United States based businesses exceeding $1.5 trillion (Hyken, 2018). While the correlation between the success of a business and customer satisfaction may be evident, the relationship between customer satisfaction is less clearly defined. Many theories have been proposed regarding this correlation and, although existing literature covers a wide variety of these theories, this review will focus on four major themes which emerge throughout the literature reviewed. These themes include customer satisfaction, it’s correlation with the supply chain, organizational capacity and response to address disruptions within the supply chain including the Covid-19 pandemic, and potential risks associated with failure to address such disruptions. This review also examines the correlation between these teams and the Genesis framework in Christianity,

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CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 4 along with how these themes were applied in the text “Every Good Endeavor”, authored by Keller and Alsdorf. Methodology There is a plethora of existing research conducted on both customer satisfaction and the supply chain. Several procedures were utilized to ensure a high-quality review of existing literature using various resources. First, using several key words such “customer satisfaction” and “supply chain,” an extensive review was conducted on Google Scholar for peer-reviewed journals and other scholarly publications, including textbooks and journals. Additional resources were utilized from several news-based websites including Forbes Magazine. Finally, for integration with the Genesis framework, several internet-based Bibles were used along with the “Every Good Endeavor” text. A total of 110 sources were reviewed, of which 33 were cited in this literature review. Customer Satisfaction Although varying levels of customer satisfaction approaches have been used throughout time, it was not until the 1980’s when organizations began to realize the importance it played in their success. Defined as a measurement that can determine the overall happiness of an organization’s customers in relation to their products, services, and capabilities (ASQ, 2022), it is often seen as a key factor in determining the success of a business (Lee et al., 2016). Organizations who emphasize customer satisfaction are provided a plethora of benefits which in include increased brand loyalty, buzz (or reviews), and trust (Patel, 2018). Although there are a variety of ways to measure levels of satisfaction that exist within a customer base, there are four common metrics used across many industries. These included Net Promotor Score (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), and churn or retention

CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 5 (Dixon et al, 2010). Dixon et al. further explains that CSAT is a primary metric for many organizations, with 80% of customer service organizations utilizing it as a primary metric quantifying the experience of their customers and their subsequent satisfaction levels. Organizations that fail maintain proper levels of customer satisfaction are at risk of consequences that include revenue loss, increased costs, and a decrease in the brand or organization’s reputation. A study performed by Kinney utilized a questionnaire to assess customer satisfaction at an otolaryngology head and neck surgery outpatient clinic and found that poor customer satisfaction resulted in approximately 14,000 patient referrals, which equated to nearly $2.3 million in lost revenue (Kinney, 2005). This illustrates a clear correlation between customer satisfaction and the success of an organization. Customer satisfaction is not limited to businesses offering good and services, but extends to any entity that utilizes a supply chain. When working with business that handles supply chain management (SCM), it is assumed by customers that orders are completed accurately and within a timely manner. In doing so, the any organization offering SCM prevents the customer from seeking its competitors and builds a sense of customer loyalty to the supply chain. The SCM organizations who can successfully meet and/or exceed customer expectations, resulting in high levels of customer satisfaction are often the most successful and have the strongest sense of loyalty amongst their customers. Additionally, when completed successfully, organizations can enhance competitive performance by integrating “internal functions within a company and effectively linking them with the external operations of suppliers, customers, and other channel members” (Yu et al., p.346, 2013). This can lead to a plethora of benefits such as return customers, large or repeated orders, and word-of-mouth advertisement. Conversely, when organizations fail to meet customer expectations in supply chain operations such as failure to

CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 6 deliver goods, the organization’s service level is impacted, and customer satisfaction levels are decreased. Customer Satisfaction and The Supply Chain Given that supply chains often include customer interactions throughout all phases, from ordering materials to customer support, when analyzing both the end customers and those utilizing SCM organizations, it becomes evident that an organization’s supply chain is crucial for meeting customer satisfaction expectations. With supply chains potentially impacting all facets of an organization’s interaction with their customers, from the products offered to delivery times, it becomes imperative that organizations understand the correlation that exists with the satisfaction of their customers. Having the proper competency levels for SCM can create, or potentially destroy, shareholder value and other major drivers of an organization’s financial performance (Ellinger et al., 2012). Any failure or incompetency within a supply chain, such as material shortages, shipments being delayed, or inability to accurately monitor order statuses, can have detrimental effects on customer satisfaction. There are six common elements within global supply chains that are most likely to impact customer satisfaction. First, responsiveness or how promptly a supply chain can address on- going changes to their customer’s needs as well as other changes within the business – with a responsive organization being able to successfully respond to short-term changes as well (Asamoah et al., 2021). Second, innovation and advancements within systems that are historically inefficient, result in improved workflows that can improve the customer’s experience. Third, increasing of stakeholders within the supply chain, such as increasing the number of manufactures and distribution centers, can further improve upon any deficiencies within the supply chain. Fourth, the utilizations of metrics and/or analytics can assist with

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CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 7 identifying any issues that hinder customer satisfaction, which then allows corrective measures to be installed as needed. The use of such analytics can lead to potential benefits such of cost reduction, increased customer satisfaction, and improved supply chain performance (Awwad et al., 2018). Fifth, the adaption of a customer-centered organizational culture will allow stakeholders to better understand the needs and expectations of their customers, which allows clear definition of customer satisfaction levels. Lastly, end-to-end transparency throughout the supply chain that allows customers to monitor the progress of their orders through each phase of the process. Transparency within a supply chain is essential, such as delivery dates and location of goods, can help avoid misunderstandings or other issues that can negatively impact customer satisfaction. One method commonly used to mitigate issues with the supply chain that may impact customer satisfaction is supply chain agility. Defined as a process that allows organizations to respond quickly and effectively to market volatility and other uncertainties, supply chain agility has become one of the most important issues within supply chain management (Li et al., 2009). Lopienski has identified five key dimensions to a functional agile supply chain which include alertness, accessibility, decisiveness, swiftness, and flexibility (Lopienski, 2021). Alertness reflects an organization’s ability to identify any protentional disruptions within or threats to their supply chain, accessibility is their overall visibility to the various phases of their supply chain, decisiveness refers to an ability to make informed decisions, swiftness is the organizations ability to implement changes, and flexibility refers to an organization’s ability to modify operations within their supply chain (Lopienski, 2021). In reference to having supply chain agility, Barve iterates that due to globalization, today’s consumers are spread across the global and having an agile supply allows organization to better satisfy their customers or risk increased costs or futility

CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 8 (Barve, 2011). With uncertainties that exist within the global supply chain today, utilizing an agile supply chain becomes essentially crucial for many organization’s sustainability. Arguably the most critical aspects of the supply chain that can impact customer satisfaction are lead times, specifically customer lead times or the amount of time between purchasing a product and fulfillment of the order. Although the cost and quality of goods remain important to consumers, reasonable lead times have become an important determinant of customer satisfaction as well (Darko et al., 2018). Disruption in any phase of the supply chain has the potential to increase lead times, which only further delays the time it takes the customer to receive their good and can lead to issues for both the seller and customer. Darko et al. goes on to explain that having proper lead time management will not only serve to enhance customer satisfaction, but may potentially may also act as a mechanism for time-based competition as well (Darko et al., 2018). There are several methods that exist for organizations to reduce lead times such as replacing unreliable suppliers, selecting suppliers based on their location, and automating various workflows – all of which can be utilized to improve customer satisfaction levels. For many organizations, customer satisfaction is not measured solely on lead times but continues after the customer has received their products as well. After-sale service such as warranties, training, and repairs can play an integral role in customer satisfaction levels. Often referred to as the “forgotten supply chain,” many organizations face difficulties with after-sale services due to factors such as understaffing or underinvestment (Pearson, 2015). Kurata and Nam explain that both retailers and manufactures must create reasonable after-sale policies to achieve the highest level of customer satisfaction (Kurata & Name, 2010). A study performed by Rebelo et al. echoed these findings and found that the availability of after-sales services is a necessity when evaluating criteria for customer satisfaction (Rebelo et al., 2021). Organizations

CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 9 who fail to implement proper after-sale services are at risk of threatening business relationships and having dissatisfied customers who may turn to other businesses who offer enhanced after sales services (Nivethika & Yoganathan, 2015). According to Saccani et al., the best approach to after-sales services in terms of the supply chain is having contingency plans in place based on factors such as product characteristics, after-sale strategies, and product distribution supply chain, which would assist with determine the best approach to balance cost and performance (Saccani et al., 2007). Organizational Capability and Response In order to successfully utilize a supply chain to improve customer satisfaction, organizations must first assess if they are capable of meeting their customer needs, specifically in events such as changes in customer demands. By utilizing tools such customer needs assessments, organization can achieve a better understanding of their customer needs and address any areas which may be lacking. Customer needs assessment utilize the opinions of certain demographics of potential customers, often used to understand which features or products best suits customer needs (Rashid et al., 2012). Although such assessments may vary across industry, customer needs assessments typically include the following: definition of a primary market, identifying customer segments, conducting primary research, conducting secondary research, analyzing findings, developing recommendations, and implementing recommendations. Innovation in logistics technology can also be utilized to better understand an organization’s capability to meet their customer’s needs. Advancements in cloud computing and artificial intelligence, such as those used in demand forecasting, are available today and can eliminate much of the guess work associated an organization’s capabilities. The evolution of technology offers organizations opportunities to address changing demands of customers, which has

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CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 10 subsequently altered the direction of many organizations that seek competitive advantage with activities within the supply chain to improve customer satisfaction – the key to the survival of any organization (Agyabeng-Mensah et al., 2019). Failure to properly assess internal capabilities, such as the ability to probably support customers after a purchase, would only further negatively impact customer satisfaction. However, such assessments should not be limited to internal capabilities and should include an assessment of external factors that can impact an organization’s ability to meet customer needs. Factors such as supplier relations, environmental impact, and competition should be assessed as well. Kim eludes that for external factors such as competition, organizations must assess the price and quality of their products, order fill rates and cycle times, and shipment information and frequency of deliver, as these factors are directly related to customer satisfaction. Once an organization has deemed that it is capable of meeting customer needs, they must then formulate responses to any changes that may arise with disruption of the supply chain. Factors such equipment failure, organizational restructuring, and power outages can easily impede various phases of the supply chain, which can become detrimental to customer satisfaction. The Covid-19 pandemic has illustrated the potential impact of disruption within the supply chain on organizations globally and across all industries. Organizations that were most impacted during the pandemic, such as those in the food and hospitality sectors, are facing continued issues with inventory. Such issues are only worsened for organizations that utilize complex supply chains, as shortages in other industries are further impeding their ability to meet customer demands. The Covid-19 pandemic has caused “a global catastrophe not only for human lives, but also economic activities like manufacturing operations, supply chain, logistics, and several other sectors” (Akintokunbo et al., p.41, 2020). Although the pandemic has affected

CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 11 nearly everyone across the globe, it has not tempered customer expectations of businesses they deal with. With the return to “normal life” for many, consumers are holding the same expectation for business despite the global supply chain continuing to recover. In a study performed by Brandtner et al., customer satisfaction was examined pre-and-post pandemic for grocery retailers in Austria. There was found to be a significant decline in customer satisfaction as a result of the Covid-19 pandemic, which were found to be further negatively impacted despite government restrictions being lifted (Brandtner et al., 2021). As such, it becomes evident that even a global pandemic does very little to temper the expectations of customers and further illustrates the need for appropriate response in events of supply chain disruption. Methods such as increasing inventory, diversifying suppliers, and improving inventory visibility are examples of organizational responses to any such disruptions. For the Covid-19 pandemic specifically, many organizations utilized methodologies such as agile production, emphasis on teir-1 supplier risk, enhancing material visibility, and temporarily closing productions centers (Butt, 2021). Having a proper response or contingency plan is crucial for any organization that relies on a supply chain, as potential disruptions within the supply chain can be sudden and long lasting. In doing so, organizations can continue to meet their customer needs and avoid issues with customer satisfaction. Potential Risks As discussed throughout this literature review, there exist a plethora of potential risks an organization may face if they were to incur poor customer satisfaction levels as a result of issues with the supply chain. Ranging from loss of customers to potentially closure of business, these negative impacts on business can be caused by numerous reasons such as dissatisfaction with the quality of a purchased product or a product not meeting their expectations due to failures within

CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 12 the supply chain. Poor product quality alone has several ramifications such as liability claims, which only further compounds potential issues for an organization. It is often said that customers expect the highest quality, as such, high quality products often have a direct correlation with higher levels of customer satisfaction. Studies conducted by Bastion and Gallego, (2008), Yi, (1990), and Bloemer, et. al (1995) have shown evidence of the correlation “product and service quality with enhancing customer satisfaction and loyalty” (Jahanshahi et al., (2011). Aside from the obvious financial loss and decreased customer satisfaction levels that would be incurred from poor product quality, an organization could also potentially risk additional costs incurred from either reworking or replacing the original product, either related to additional purchasing costs, shipping, or other facets within the supply chain. Take for example the release of poor-quality software within the various nuances of the Information Technology (IT) sector, a 2020 report from the Consortium for Information & Software Quality (CISQ), a IT sector leadership group, showed evidence that poor software quality released in the United States of America resulted in over $2 trillion in total loss (Kranser, 2021). With the economic downturn as a result of the Covid-19 pandemic, that is a significant loss to be incurred for any industry which would only be further compounded for organizations with more complex supply chains. Lastly, damage to brand reputation can result if customer satisfaction levels are not maintained. It is believed that consumers are three times more likely to leave negative reviews when they have a poor experience with a business when compared to leaving a positive reviews. With more and more consumers relying heavily on the opinions of others through online platforms, such as Google and Yelp, poor reviews have a significant social influence on customers when making a purchase (Gavilan. 2018). Although the correlation between online reviews and supply chain is not clear, research indicates that poor reviews can negatively impact supply chain profitability. As

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CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 13 explained by Huang et al., variables such as online review adoption decisions, the capacity of constraint levels, lost sales, and product quality all have potential impact on supply chain profitability. Future Research As presented throughout this literature review, there is a significant correlation between customer satisfaction and the various components of the supply chain. There has been a robust amount of research conducted thus far, however, additional research can be conducted to further enhance our understanding of this correlation. As mentioned earlier, today’s consumers place an emphasis on price, quality, and lead times of the products they purchase. Research should be conducted into these variables to establish their importance to consumers throughout various industry, looking specifically if they are willing to forgo one variable to improve upon others (i.e. have higher quality products that are less expensive, but take longer to deliver). Once this is established, research should turn their focus to the Covid-19 pandemic, including the on-going impact on global supply chains and how customer satisfaction has been affected. The pandemic has forever altered our way of living, but further research can be conducted on how it has altered the various phase of the supply chain. With supply chain disruptions on-going, further research should explore if current trends are sustainable and, if so, for how long. This information could be used in event of another global event with implications similar to that of the Covid-19 pandemic. As reported by Thompson and Anderson (2021), citing Tang (2006), “It is usual for supply chains to break down during major disruptions (Tang, 2006). There are plentiful examples of how smaller-scale disasters, natural or human-made, have disrupted the supply chain” (Thompson & Anderson 2021). Another potential area for future research can include the impact of customer loyalty during the on-going global supply chain issues, which is impacting

CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 14 various industries. With customer expected to be kept happy with day-to-day interaction, along with more long-term instances (Ellinger et al., 1999), and research indicating that customer satisfaction is at an all time low in recent years (Brandtner et al., 2021), researcher should explore is brand loyalty has incurred any impact as a result disruptions in the supply chain due to the pandemic. Carluccio et al. (2021) report that more then 75% of consumers have altered their buying habits over the previous 18 months, with many reporting they are more willing to change brand. The authors suggest that loyalty programs, retrieved from the right data, can have value in retaining brand loyalty (Carluccio et al., 2021). This can be further explored in which loyalty program work best in various industries, as well additional methods used for customer retention. Genesis and The Supply Chain Genesis is the Christian belief surrounding the creation of the heaven and earth and creation of humans and their subsequent disobedience of God. It is often broken down into four main categories: Creation, the Fall, Redemption, and Consummation. Although these principles were intended to be used by Christians throughout their daily lives, they can also be applied to various aspects of business such supply chain. Creation To understand God’s creation, we must first attempt to decipher his intent and our role as humans in his creation. God created the world for one purpose – His glory. Isaiah 43:6-7 says, “bring my sons from afar and my daughters from the end of the earth, everyone who is called by my name, whom I created for my glory.” The glory of God is the most treasured thing in the universe. He does not and will not exalt any part of his creation above himself. Isaiah 42:8 says, “My glory I give to no other.” A great peace can be found in this truth. If God were to exalt something else above himself, he would no longer be the best and the object of our worship. He

CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 15 must remain the object of our worship because he is the only flawless being without any stain of sin (1 John 3:5). He is without beginning and without end. Therefore our role is to worship his glory. The scripture of Genesis 1:1 states, “In the beginning, God created the heaven and the earth” while Revelation 22:13 tells us all things begin and end with God. As such, we must understand and appreciate the glory of God. In Exodus 3:14, God described himself to Moses as “I am who I am,” meaning there is no comparison to equal to Him in existence – God exists with no dependency on another entity. God did, however, create humans in his image (Genesis 1:27) as a reflection of his Glory and, as such, it can be inferred that He cares deeply about his creations. God rejoices over his creation with gladness (Zephaniah 3:17). In terms of the trinity, it is understood that God exists in three forms: The Father, The Son, and The Holy Spirit. God does not need anyone beyond the Trinity, yet extends his love to his creation. This love exists with the expectation we live in harmony similar to the Trinity, as we are a reflection of the Lord. The Bible describes God as gracious and compassionate, with love within Himself that is extended to his creation and an expectation that we honor His word. Commandments such as loving thy neighbor were reflected by Jesus, which encourages us to have the compassion to the vulnerable and less fortunate. Just as God commands us to live in harmony to mirror the Trinity, the same principles can be applied to organizations establishing a supply chain. All phases of the supply chain must be synchronous to achieve maximum efficacy and, in return, increased levels of customer satisfaction. The synchronization of supply chains allows organizations to coordinate and manage the end-to-end supply chain flows, which allows the supply chain to act as a single entity.

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CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 16 The Fall In Christianity, the Fall refers to Genesis 3 and the fall of man (or Adam) from a state of obedience to God to one that involves guilt and disobedience. As a result, sin and death entered the world. Romans 5:12 says, “sin came into the world through one man, and death through sin, and so death spread to all men because all sinned”. Because sin is now in our world, our natural state is bent toward selfishness and not toward God (Romans 3:11). This breaks our relationship with God and breaks our relationships with others. The stain of sin permeates the human population. Also, due to sin, God cursed his creation (Genesis 3:17-18). This curse is also reiterated in the New Testament. As stated in Romans 8:20-21, “For the creation was subjected to frustration, not by its own choice, but by the will of the one who subjected it, in the hope the creation itself will be liberated from its bondage to decay and brought into the freedom and glory of the children of God.” Adam and Eve once walked with God in perfect relationship, enjoying the gift of the tree of life in the garden. When they decided to obey the serpent, their relationship with God was broken. They now knew shame, they hid themselves and understood evil (Genesis 3:7-10). This knowledge of sin has been passed to every human in existence (Romans 5:12). Distrust, guilt, jealousy, envy, along with may other negative emotions and actions now exist between humas. In fact, distrust serves as humanities default disposition. It now takes “3 years to build trust, but only 3 seconds to break it” resulting in horrific outcomes of pain, suffering, poverty, and death (Romans 1:28-32). However, despite the Fall and our disobedience, God has not turned His back on His creation but rather formulated his plan to bring us back to Him. Just as the Fall introduced to pain and suffering into our lives, disruptions within the supply chain can have detrimental effects on businesses and their customers. Decreased quality control or delays in lead times only serve to frustrate consumers, which can have negative impacts on business.

CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 17 Redemption Following the disobedience of Adam and Eve, God immediately set forth a plan to rescue His creation from a life filled with sin and death. In Genesis 3:15 God says he will, in the end, “crush the head of the serpent”. Divine prophecy of the coming Messiah is established just moments after the birth of sin. Christ will redeem his fallen creation by sacrificing himself on the cross to make the legal payment for sin offering forgiveness to “anyone who believes” (John 3:16). This is a great story of redemption. As stated in Ephesians 1:7, “In him, we have redemption through his blood, the forgiveness of sins, by the riches of God’s grace.” Christ literally took our sin and nailed it to the cross. 2 Corinthians 5:21 says, “He who knew no sin, became sin for us, so that we might become the righteousness of God.” His perfect sacrifice satisfied God’s wrath against our sin so that God can literally look at us, if we believe, as new creations (2 Cor. 5:17) because he has moved our sin “as far as the east is from the west” (Psalm 103:12). Now, we can have a personal relationship with God through the death of his Son and the power of the Holy Spirit. John 14:26 says, “the helper, the Holy Spirit” whom the Father will send in my name, he will teach you all things. “Just as God had a divine plan to “fix a problem” organizations must have contingency plans in place in event of disruptions within their supply chain. Failure to man to seek redemptions results in one not being saved, whereas failure to have contingency plans in place can negatively impact a business and its customers. Consummation Also known as redemption, consummation refers to the final act and ultimate completion of God’s work, marked by the return of Jesus. Upon man’s passing, our bodies rest (some say in “Abrahams Bosom according to Luke 16:22), waiting until Jesus’s return with the understanding that those who have accepted Him will enter into Paradise. It is only then will God returns

CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 18 everything to perfection, fulfilling Christian’s faith and ending all suffering for man. Ephesians 1:7 states, “In him, we have redemption through his blood, the forgiveness of sins, by the riches of God’s grace” and Hebrews 9:15 states, “For this reason, Christ is the mediator of a new covenant, that those who are called may receive the promised eternal inheritance—now that he has died as a ransom to set them free from the sins committed under the first covenant.” This pieces of scripture allude to the fact that Jesus has sacrificed himself for our sins and will return us to God’s glory, to unending joy, to paradise, to the enjoyment of things so great that “man cannot utter (2 Corinthians 12:4). Organizations that utilize supply chains can use this model when analyzing various facets of the supply chain, specifically those responsible for customer lead times. As established, customer lead times share a strong correlation with customer satisfaction, and thus should be treated as a final act by businesses. Every Good Endeavor The text “Every Good Endeavor”, authored by Keller and Alsdorf, provides a comprehensive analysis of Biblical views of work. The authors explain work should be seen as more than a job, but rather a gift provided to us by God to better serve Him. Keller and Alsdorf examine why we as a man should want to work, as it is a calling from our Lord, and is intertwined in our faith. Beginning with God’s design for work, which should be motivated by joy to mirror God’s work in Genesis by creating man. The authors explain that God intended work to provide blessing, as opposed to causing harm, so it should be seen as a tool to better serve Him. Keller and Alsdorf also describe work as beneficial to man, as it provides a sense of freedom similar to animals in their natural habitat. Several limitations to work were described in the text, specifically addressing situations where work is prioritized over facets of our lives including serving God. The text goes on to explain man’s problem with work, including many of

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CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 19 the frustrations many experiences when work does not fulfill their needs referring back to Adam and Eve’s fall which subsequently impacted all facets of our lives, including work. Keller and Alsdorf then go on to detail how God works to restore the goodness of work to his creation and connect the Gospel to work. The concepts discussed by Keller and Alsdorf can be applied to any organization that utilizes a supply chain, regardless of complexity. The various facets of a supply chain, from manufacturing to delivery, can be seen as work and must work cohesively to achieve a unified goal. God designed work to further enhance our faith rather than becoming a handedness to our daily lives. Similarly, organizations should seek supply chains that facilitate their needs and not impede avenues that are visible to customers. When supply chains fail, similar to how work can become fruitless or pointless to man, it is ultimately we who suffer – be it a business, a customer, or a Christian. Conclusion Customer satisfaction and the supply chain share a significant correlation, with any disruption within the supply chain acting as a detriment to customer satisfaction levels. With various metrics in place, customer satisfaction is used as a key performance indicator for many businesses across varying industries. Evidence has shown a direct correlation between customer satisfaction levels and the success of a business, but also provides context into the relationship between customer service and the supply chain. The supply chain interacts with nearly all portions of a businesses’ interaction with their customer, from the products they can offer to the time it takes the customer to receive their goods. Through various measures, such as developing contingency plans and utilizing supply chain agility. businesses can regulate how their supply chains can impact their customer’s satisfaction levels. To successfully utilize the supply chain to

CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 20 enhance customer satisfaction, organizations must assess their capabilities to meet customer needs and adjust to disruptions within the supply chain itself. From this assessment, organizations can formulate responses to any detriments within the supply chain. However, some unforeseen circumstances, such as the Covid-19 pandemic, have shifted organization’s interaction and response to issues within the supply chain. The on-going issues with the supply chain have not affected customer expectations, however, and organizations must continue to emphasize the importance of customer satisfaction given the amount of competition that exist in today’s market. Failure to meet customer expectations and maintain high levels of customer satisfaction can have significant ramifications for an organization, up to and including closure of business. Additional research should be conducted to further understand the correlation between customer satisfaction and the supply chain, specifically looking at how dynamics have shifted after the Covid-19 pandemic.

CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 21 References Agyabeng-Mensah, Y., Ahenkorah, E. N. K., & Osei, E. (2019). Impact of logistics information technology on organisational performance: mediating role of supply chain integration and customer satisfaction. Journal of Supply Chain Management Systems , 8 (4), 30-43. Akintokunbo, O. O., & Adim, C. V. (2020). Covid-19 and supply chain disruption: A conceptual review. Asian Journal of Economics, Business and Accounting , 19 (2), 40-47. Asamoah, D., Nuertey, D., Agyei-Owusu, B., & Akyeh, J. (2021). The effect of supply chain responsiveness on customer development. The International Journal of Logistics Management . Awwad, M., Kulkarni, P., Bapna, R., & Marathe, A. (2018, September). Big data analytics in supply chain: a literature review. In Proceedings of the international conference on industrial engineering and operations management (Vol. 2018, pp. 418-25). Barve, A. (2011). Impact of supply chains agility on customer satisfaction. In 2010 international conference on e-business, management and economics, IPEDR (Vol. 3, pp. 325-329). IACSIT Press Hong Kong. Butt, A. S. (2021). Strategies to mitigate the impact of COVID-19 on supply chain disruptions: a multiple case analysis of buyers and distributors. The International Journal of Logistics Management . Brandtner, P., Darbanian, F., Falatouri, T., & Udokwu, C. (2021). Impact of COVID-19 on the customer end of retail supply chains: A big data analysis of consumer satisfaction. Sustainability , 13 (3), 1464.

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CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 22 Carluccio, J., Eizenman, O., & Rothschild, P. (2021). “ Next in loyalty: Eight levers to turn customers into fans.” Retrieved from https://www.mckinsey.com/capabilities/growth- marketing-and-sales/our-insights/next-in-loyalty-eight-levers-to-turn-customers-into-fans Darko, S., Terkper, V. D., Novixoxo, J. D., & Anning, L. (2018). Assessing the effect of lead time management on customer satisfaction. International Journal of Developing and Emerging Economies , 6 (1), 1-22. Dixon, M., Freeman, K., & Toman, N. (2010). Stop trying to delight your customers. Harvard Business Review , 88 (7/8), 116-122. Ellinger, A. E., Daugherty, P. J., & Plair, Q. J. (1999). Customer satisfaction and loyalty in supply chain: the role of communication. Transportation Research Part E: Logistics and Transportation Review , 35 (2), 121-134. Ellinger, A., Shin, H., Northington, W. M., Adams, F. G., Hofman, D., & O'Marah, K. (2012). The influence of supply chain management competency on customer satisfaction and shareholder value. Supply chain management: an international journal . Gavilan, D., Avello, M., & Martinez-Navarro, G. (2018). The influence of online ratings and reviews on hotel booking consideration. Tourism Management , 66 , 53-61. Guido, G. (2015). Customer satisfaction. Wiley encyclopedia of management , 1-8. Gunasekaran, A., & Ngai, E. W. (2004). Virtual supply-chain management. Production Planning & Control , 15 (6), 584-595. Huang, S., Potter, A., Eyers, D., & Li, Q. (2021). The influence of online review adoption on the profitability of capacitated supply chains. Omega , 105 , 102501.

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CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 23 Hyken, S. (2018). “Businesses lose $75 billion due to poor customer service.” Retrieved from https://www.forbes.com/sites/shephyken/2018/05/17/businesses-lose-75-billion-due-to- poor-customer-service/?sh=69bd035216f9 Jahanshahi, A. A., Gashti, M. A. H., Mirdamadi, S. A., Nawaser, K., & Khaksar, S. M. S. (2011). Study the effects of customer service and product quality on customer satisfaction and loyalty. International Journal of Humanities and Social Science , 1 (7), 253-260. Keller, T., & Alsdorf, K. (2012). Every Good Endeavor . New York: Penguin Books. King James Bible. (2022). Retrieved from https://www.kingjamesbibleonline.org/ Krasner, H. (2021). The cost of poor software quality in the US: a 2020 report. Proc. Consortium Inf. Softw. QualityTM (CISQTM) . Kim, S. W. (2006). Effects of supply chain management practices, integration and competition capability on performance. Supply Chain Management: An International Journal . Kinney, W. C. (2005). A simple and valuable approach for measuring customer satisfaction. Otolaryngology—Head and Neck Surgery , 133 (2), 169-172. Kurata, H., & Nam, S. H. (2010). After-sales service competition in a supply chain: Optimization of customer satisfaction level or profit or both?. International Journal of Production Economics , 127 (1), 136-146. Lee, Y. C., Wang, Y. C., Lu, S. C., Hsieh, Y. F., Chien, C. H., Tsai, S. B., & Dong, W. (2016). An empirical research on customer satisfaction study: a consideration of different levels of performance. SpringerPlus , 5 (1), 1-9. Li, X., Goldsby, T. J., & Holsapple, C. W. (2009). Supply chain agility: scale development. The International Journal of Logistics Management .

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CUSTOMER SATISFACTION AND THE SUPPLY CHAIN 24 Nivethika, V., & Yoganathan, D. (2015, December). The Impact of after Sales Services on Customer Satisfaction: Special References to LG Electronics Products, Sri Lanka. In 12th International Conference on Business Management (ICBM) . Patel, N. (2018). The benefits and importance of customer satisfaction. neilpatel.com . Rebelo, C. G. S., Pereira, M. T., Silva, J. F. G., Ferreira, L. P., Sá, J. C., & Mota, A. M. (2021). After sales service: key settings for improving profitability and customer satisfaction. Procedia Manufacturing , 55 , 463-470. Rashid, M. M., Ullah, A. M. M. S., Sarker, M. A. R., Tamaki, J. I., & Kubo, A. (2012, August). Logical Aggregation of Customer Needs Assessment. In Proceedings of the Fifth International Symposium on Computational Intelligence and Industrial Applications (ISCIIA2012), Sapporo, Japan (pp. 20-26). Saccani, N., Johansson, P., & Perona, M. (2007). Configuring the after-sales service supply chain: A multiple case study. International Journal of production economics , 110 (1-2), 52-69. Tang, C.S. (2006), “Robust strategies for mitigating supply chain disruptions”, International Journal of Logistics: Research and Applications, Vol. 9 No. 1, pp. 33-45. Thompson, D. D., & Anderson, R. (2021). The COVID-19 response: Considerations for future humanitarian supply chain and logistics management research. Journal of Humanitarian Logistics and Supply Chain Management , 11 (2), 157-175. Yu, W., Jacobs, M. A., Salisbury, W. D., & Enns, H. (2013). The effects of supply chain integration on customer satisfaction and financial performance: An organizational learning perspective. International Journal of Production Economics , 146 (1), 346-358.

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