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Why is supply chain so important in delivering results and meeting customer requirements

Introduction The evolution of the market and its openness due to globalization has produced two phenomena that changed the foundations of many of the sciences, namely the phenomenon of integration, alliances and political, economic and industrial blocsand the phenomenon ICT revolution. If the blocs and alliances between countries are old, the forms and methods have evolved, diversified and extended to companies, to form giant multinational companies, through horizontal and vertical integration.

As a result, the concept of supply chain emerged and the information and communication technology revolution facilitated the process of integration between the scattered company entities throughout the world, as well as the why is supply chain so important in delivering results and meeting customer requirements between independent companies that operate within one supply chain.

Furthermore, among the administrative foundations that the supply chain has altered is the form of relationship with the customer and suppliers, where its administration moved towards more cooperation and coordination for the formation of the supply chain, and a part of the data and information that was considered one of the peculiarities of the company moved to exchange with customers and suppliers, and the responsibility of inventory control moved to their suppliers.

The concept of the project resource planning system spread to the project resource planning system, which includes suppliers and customers. With the intensification of competition, supply chain started taking into account the competition through the relationship management between suppliers, dealers and customers in a way that aims at overcoming the competitors, and this competition requires from managers a speed in the decision-making, to avoid facing problems and seizing opportunities, and since the final consumer of the commodity is the customer who will supply the profit for the company, it has become necessary to examine the impact of the management elements of the supply chain on the customer service, to see the points that are positive on customer service, thereby increase sales and profits of the company and avoid policies that adversely affect on why is supply chain so important in delivering results and meeting customer requirements decline of customer service.

The significance of supply chain has begun after the scientific revolution, which had a big role in all walks of life, including management. In the light of the scientific revolution, and with the great technological development, the interest in the supply chain has become a necessity, where supply chain management processes became an important element in the company's efficiency and effectiveness.

There is no doubt that the supply chain in the organization deals with the most delicate stages within the institution that intervene directly in the product configuration, so its role is the most prominent in the production, sale, making profit, and achieving continuity through customer service that keeps the market share of the institution. Research Problem Because a lot of foundations and administrative concepts changed in the last decade, where the shape of the relationship with suppliers and customers has changed, towards more cooperation and coordination for the formation of the supply chain, and achieve goals such as reducing cost, the main question was formulated: What is the effect of successful supply chain management why is supply chain so important in delivering results and meeting customer requirements improving customer service?

Research Hypothesis The first major hypothesis: There is no statistically significant effect between the supply chain management variables relationship with suppliers, relationship with dealers and distributors on customer service. The second major hypothesis: There are no statistically significant differences between the average responses of the queried, about the impact of the supply chain management on customer service, due to personal variables gender, age, educational qualification, and years of service.

The third main hypothesis: There is no statistically significant relationship between customer satisfaction and the performance of toy companies in Lebanon.

Research Importance Despite the importance of supply chain management and its role in business development in enabling companies to operate effectively, but it has not received the attention of researchers, especially as it has become one of the effective tools to keep up with the rapid and modern developments.

The importance of this study is based on extrapolation and diagnosis of the current situation of supply chain management, the analysis and assessment of its responsiveness to the requirements of the surrounding environment, and raising the efficiency of its management and its achievement of different purposes, primarily in improving sales management and customer service in the company.

Therefore, this study is gaining importance through the following points: It supports studies, theoretical and applied research in the field of supply chain management on the company's performance to improve sales management and customer service, offering these companies the right notes and evaluation, which help them to perform their important role in achieving comprehensive development. This study deals with a commercial- industrial sector, and thus comes as a contribution to the definition of the importance of this sector as an essential and important factor.

Provides information and data about the reality of supply chain why is supply chain so important in delivering results and meeting customer requirements and its impact on improving sales and customer service. Helps the company's director and staff in the procurement, storage and marketing of the company, to get to know the importance of supply chain management on improving performance in sales management and customer service.

Research Objectives The importance of this study is based on extrapolation and diagnosis of the current situation of supply chain management.

3 Ways To Make Customer Service Your Best Supply Chain Strategy

Research Methodology In order to achieve the objectives of the study, the researcher used the descriptive analytical method, which attempts to assess "the impact of supply chain management on customer service," through a Case Study conducted on toy companies in Lebanon; the descriptive analytical approach tries to compare, explain and evaluates, in the hope of reaching meaningful generalizations than can increase knowledge on this subject.

The researcher divided his study into four parts. The first part is the introduction concerning the systematic aspect of the study represented by the problematic, the importance and objectives of the research as well as the hypothesis and the curriculum and the method used in the search as a conclusion.

The second part dealt with the theoretical side represented by the concept of supply chain and its management and then the concept of customer service and the relationship both of them. The third part of the study dealt with the practical side represented by the display and analysis of the case results.

The fifth part highlights the most important conclusions and recommendations of the research. Supply Chain The concept of supply chain is a relatively new concept, since the beginning ofespecially for commercial and industrial companies, because of its benefits that improve the efficiency of the supply chain members in the production of products, or the provision of services in a timely manner, in an appropriate way and for less cost.

Supply chain is a stage that begins and ends with the customer, because all materials, products, full information and transactions flow through this circle.

Supply chain management can be a very complex task, because of the actual reality. Supply chain seeks to improve control and efficiency in the manufacturing and distribution, by building a strong relationship with suppliers and distributors, as a mechanism to enhance the competitiveness and achieve customer satisfaction Najjar, Supply chain is considered among the modern management methods, to meet the challenges in the technology and information era.

This chain includes a complete range of functional activities, and is based on the development of accesses to achieve efficient integration of suppliers with customers, where products are produced and distributed in the appropriate quantities.

The concept of supply chain has several definitions: In the definition of Ross,the supply chain management is the continuous development of management philosophy, which tries to unify the combined production capacities, as well as human resources that are present inside and outside the organization, determine the significance of the supply channels in the context of competitive advantage, the synchronization of the client in the flow of products and services to the market, and finally the information needed to find excellence as the sole source of customer value.

Many benefits overcome for the implementation of the supply chain management: Work faster and more efficiently through the rapid distribution of documents. Make quick decisions and reduce the time needed to reach the market. Achieve a better why is supply chain so important in delivering results and meeting customer requirements. Strengthen relationships with existing customers. In the other hand, supply chain stems from the need to need to be applied effectively, and then, there are several issues that push the organizations to why is supply chain so important in delivering results and meeting customer requirements supply chain management approach, namely: The need to improve operations.

3 Ways To Make Customer Service Your Best Supply Chain Strategy

Raise external procurements levels. Increase the importance of e-commerce. Increase the pressure of competition and the extent of globalization. Complexity of supply chains and hence the need for an effective management of inventory. Hassan, Table 1. Source Rifai, Mamdouh Abdel Aziz The Objectives of Supply Chain The company's management of the supply chain requires a set of objectives involved in the completion of the company functions and the company involved in the supply chain, and leads to maximize the value of their products and services from the perspective of their customers.

Therefore, the objectives of the supply chain of the company are divided into two important goals Hassan, Based on maximizing the value of the company's products and services from the perspective of its customers, through the following activities: How the company manages its internal operations efficiently, so as to ensure the integration of all the parties of supply chain, by doing the following activities: Supply Chain Relationships - The relationship with suppliers Some companies are heading for the manufacture and purchase of production components and make management decisions concerning production and thus they are required to analyze several dimensions to be able to manufacture or to take such decisions such as costs related to the industry, the cost of supply, specifications and quality control.

These are the methods: First, the supply source: Some why is supply chain so important in delivering results and meeting customer requirements sources are considered of the basic things that contribute to building relationships between companies and suppliers, both Hammoud and Fakhoury indicate to three why is supply chain so important in delivering results and meeting customer requirements of supply sources, namely: Hammoud and Fakhoury, The decisions taken by the company concerning its desire to produce certain manufacturing components internally or purchase from an outside vendor.

Deliver on time or pay the fine: Speed and precision as the new supply-chain drivers

These mechanisms lead the company to choose suppliers to deal with in the future. Strategic decisions are made through a transition phase where the company needs to make the right decision about selecting a supplier quality, cost, technology, the environment, storage and public safety: The success to choose among the sources of supply is one of the most important elements of efficiency in the completion of procurement activity in the company, because the right choice of the supply source has a major influence in achieving what is desired from why is supply chain so important in delivering results and meeting customer requirements, quantity, price and service, and in the efficient supplier's ability to meet all the obligations linked to these factors.

There are many factors that affect the process of evaluating suppliers and some of these factors are concrete and can be measured such as price, delivery dates, quantity and quality, others are intangible, descriptive that cannot be measured, such as reputation, prestige, style of management and organization. Many companies try to build long-term relationships with suppliers based on transparency, balance and this relationship takes one of the following forms: It is an important stage in the process of selecting the supplier to deal with.

Negotiations rely on strategy practiced by the company and take three forms: A range of items if available, will constitute the partnership and convergence relationship between the company and the supplier, including trends, share success and mutual trust, in addition to the behavior and actions that the company is suppose to exercise in its quest to get to the partnership, which determine the extent of the relationship with suppliers, Slack.

The company and the supplier work together hand in hand by helping each others at full energies and abilities, and the relations of cooperation are a long-term commitment of joint actions to improve the quality, technical and administrative support of the capacities of the supplier of the company as a dealer as well as the administrative and technological development Levi D.

As it allows the supplier to obtain accurate and rational predictions for future demand. In general, the progress, development and the profits of the institution depends on the activity of distribution carried out by the various distributors. The main importance of public relations with distributors is in keeping them always closely associated with the institution to see any change in the commodity produced or the service, introduce them to the benefits of goods and provide them with all means and methods to help them in the marketing and distribution of product or service.

Public relations can contact distributors in several ways such as newspapers, professional magazines, exhibitions, radio and television, training programs by the Foundation to assist the distributors to increase their ability to persuade, brochures and catalogs sent why is supply chain so important in delivering results and meeting customer requirements distributors and reports sent by distributors and agents to the organization to inform about the status of the distribution, sale and obstacles encountered.

Successful relationship with distributors leads in most cases, to increase their association with the institution and what it produces or provides and increase the effort in distribution and improving the effort This knowledge focus on the fact that customer service is a key element of customer relationship management Tanoury M.

Building and Managing Supply Chain Relationships The process of supplying and choosing suppliers, represent interdependent relationships, which form a complete cycle that begins with identifying and describing the supplies needs of companies, then determining the supply sources and their terms, choosing the supplier, preparing, sending and following up orders, then receiving, examining and auditing financial claims and payment of dues, and finally giving restrictions and relationships with suppliers.

In order for this relationship to succeed, it must be established in an atmosphere of trust, loyalty, mutual respect, commitment, and knowing the capabilities of each party, in terms of areas of strength, weakness and solve common problems and common education, as well as the joint efforts of the measurement and evaluation.

It is not expected from others to tell the company about the type why is supply chain so important in delivering results and meeting customer requirements client you are dealing with, the above does not mean the inevitable failure of the new institution due to lack of experience; in this situation it can develop the skills to deal with different types of customers through training.

Retailers put suppliers under pressure

Customer service, Success in dealing with customers requires the following: Marketing forum, When we take a look at some broader perspectives as given below, we can easily determine why a Customer Relationship Management CRM system is always important for an organization. First, a CRM system consists of a historical view and an analysis of all the acquired customers or potential customers. Third, in CRM system, customers are grouped according to different aspects such as their type of business or their physical location and are allocated to different customer managers often called account managers.

This helps in focusing and concentrating on each customer separately. Fourth, CRM system is not only used to deal with the existing customers but is also useful in acquiring new customers. Then the Sales and Field representatives try to get the business out of these customers by sophistically following up with them and converting them into a winning deal. This is efficient and easy to be applied.

Fifth, the most important factor is that the CRM is a low-cost system. Thus, it requires less staff to manage and less resource to deal with.

The technologies used in implementing a CRM system are also very cheap comparing to the traditional way of business. Finally, all the details in CRM system are kept centralized and will be available anytime on fingertips, which reduce the process time and increases productivity. Installing a CRM system can definitely improve the situation and help in challenging the new ways of why is supply chain so important in delivering results and meeting customer requirements and business in an efficient manner.

Hence, in the era of business every organization should have a perfect CRM system to cope up with all the business needs. Vijayaragavan, This year, as well as last year, two major trends are benefiting from Supply Chain Management operations. The Relationship between Customer Management and Supply Chain Management The need for long-term relationships between customers and suppliers has been suggested by the literature.

According to Bullingtonthe literature of supply chain management suggests the marriage with customer supplier relationships.

They aim to apply results of research on successful families to supply chain management in order to improve the critical business relationships. Their research, based on surveys and interviews on more than 6, successful families over 20 years, summarized six characteristics of successful families in order to construct the why is supply chain so important in delivering results and meeting customer requirements of a model of a successful supply chain relationship.