Volume : 4, Issue : 9, September - 2015

Devising Satisfaction Quotient in the Value Chain: A Case Study of AMUL

Dr. Taruna, Mohit Kumar

Abstract :

<p>In an age where the market is highly dynamic and competitors are fierce, it is rational to keep a track whether it is able to satisfy and retain its customers and gain on to additional customers. Hence it is imperative to find out the existing satisfaction of the customers and distributors and the reasons for their dissatisfaction, if any. The supply chain of any company needs to be its strength in a market where the cost leadership is one of the dimensions on which the companies compete. Therefore it was recognized that not only customers but retailers and distributors who play a decisive role in the success of the company need to be equally satisfied and motivated. This research paper attempts to devise a satisfaction quotient for mapping the intensity levels of the satisfaction of various players in the value chain.</p>