In today’s competitive environment, delivering high quality service is the key for a sustainable competitive advantage. Customer satisfaction does have a positive effect on an organization’s profitability. Satisfied customers form the foundation of any successful business because customer satisfaction leads to repeat purchases, brand loyalty and positive word of mouth.
The complexity of the global supply chain operations has not been more apparent than during the financial crisis of recent times. It led to raised awareness about the vulnerability of the complex operations that span over a number of continents. Trends in business indicate that there is a movement to restrain and even reverse outsourcing and back shoring to check volatility, uncertainty, complexity and ambiguity (VUCA) that characterize international business today.