The Effects of Supply Chain Management Practices on Customer Satisfaction: A Case of Brewery Manufacturing Companies in Tanzania

Abstract

In the context of East Africa's competitive landscape, particularly in Tanzania's brewery manufacturing sector, effective supply chain management (SCM) practices are essential for enhancing customer satisfaction. This study investigates the impact of three key SCM practices, strategic supplier partnerships (SSP), customer relationship management (CRM), and information sharing (IS) on customer satisfaction. Employing a mixed-methods approach, data were collected from 106 employees of Tanzania Breweries Limited through questionnaires and interviews. The results indicate that CRM is the most significant predictor of customer satisfaction, highlighting the necessity of personalized customer interactions and efficient service delivery. Furthermore, both SSP and IS demonstrate considerable positive impacts on customer satisfaction, with effective collaboration with suppliers and timely information exchange contributing to enhanced operational efficiency. Consequently, the study emphasizes the need for breweries to prioritize CRM, foster strategic supplier partnerships, and improve information sharing to meet customer expectations. These insights not only contribute to the theoretical framework of SCM but also offer practical implications for industry practitioners and policymakers aiming to strengthen the manufacturing sector's competitiveness in Tanzania. The study concludes that adopting these SCM practices can significantly improve customer satisfaction, thereby driving loyalty and long-term success in the marketplace.