Consumer behaviour, customer satisfaction vis-a-vis brand performance: an empirical study of dairy food supply chain in India

Quantifying customer satisfaction in any manufacturing or service supply chain is extremely important to know the end-user preferences. The higher the customer satisfaction, the higher is the sales, which in turn leads to better supply chain performance. In the current study customer satisfaction is measured quantitatively from a dairy food supply chain perspective in India. The data collected from the customers have been subjected to a rigorous analysis giving due weightage to the sampling and reliability of the instrument used for the study. From large number of indicators, factors have been drawn by using factor analysis and customer satisfaction index has been calculated thereto. The empirical findings are expected to add value to the concept where products are highly perishable and need conditioned transportation at every stage.