Influence of Supply Chain Collaboration on Customer Satisfaction and Loyalty in Ghana

Purpose: The aim of the study was to assess the influence of supply chain collaboration on customer satisfaction and loyalty in Ghana. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study conducted on the influence of supply chain collaboration on customer satisfaction and loyalty in Ghana revealed several noteworthy findings. Primarily, it discovered a direct and positive relationship between supply chain collaboration and both customer satisfaction and loyalty. This relationship was underscored by the enhanced levels of customer satisfaction observed through collaborative efforts within the supply chain. By improving service quality, product availability, and delivery performance, collaboration among supply chain partners directly contributed to higher levels of customer satisfaction. Furthermore, the study highlighted how such collaboration also led to increased customer loyalty. Implications to Theory, Practice and Policy: Transaction cost economics, social exchange theory and resource-based view may be use to anchor future studies on assessing the influence of supply chain collaboration on customer satisfaction and loyalty in Ghana. Encourage organizations to invest in collaborative technologies and platforms that facilitate communication, information sharing, and joint decision-making among supply chain partners. Advocate for policies and regulations that support collaboration and partnership formation within supply chains.