Achieving customer satisfaction through logistics activities: a case of Mantrac Ghana Limited

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The quest for achievement and sustenance of competitive advantage by business organizations have necessitated the establishment of new organizations and new branches of already existing ones which do more than just selling products or rendering average services only to satisfy customers. The previous practice led to customer decay, created gaps which increased cost and reduced profitability. The role of logistics activities in achieving customer satisfaction and improving organizational performance in developing countries was investigated through questionnaires and interviews, with Mantrac Ghana Limited as a case study and the staff with key customers as respondents. A model which explored the connection among logistics, logistics activities, customer satisfaction as in performance and corporate profitability as in success was used. Results of data analyzed with the Statistical Package for Social Sciences (SPSS) indicated that parts and service support, logistics communication, customer service, inventory control, and order processing were some of the logistics activities of Mantrac. There was 61-80% satisfaction of respondents, as measured with conversation as an instrument, who attributed this level of satisfaction to provision of value-added services such as customer track service, credit facilities, customer support agreement, adding that the shortfalls such as longer lead times and stockouts were due to circumstances beyond the control of Mantrac therefore suggesting Mantrac's dependability. The problems of lost of sales due to low level of inventory and capital lock-up due to excessive level of inventory could be addressed by the use of forecasting technique for optimum level of inventory. Also contract review with the third-party logistics service provider, could be use for the transportation problems whilst prompt verification of status speeds up order processing.  
A Thesis submitted to the Department of Information System and Decision Science^, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the degree of Master of Business Administration (MBA), 2008