Flexibility of the Supply Chain and its Impact on Customer Delight Analytical Study

Abstract

The study aims to test the impact of the flexibility of the supply chain with its dimensions (the flexibility of the mix, the flexibility of the new product, the agility of the supply chain and the flexibility of distribution) on customer’s joy. The problem of the study is the lack of interest of the management of the company in question (the General Company for Electrical and Electronic Industries) to apply some dimensions of the flexibility of the supply chain and in a way that meets the renewable needs and desires of customers and in a manner that enhances the achievement of their joy. For the purpose of achieving the objectives of the study and answering the questions, the questionnaire approach was adopted as a tool for collecting data that was distributed to an intentional sample of (55) respondents represented by (the general manager of the company, his assistant, department managers, factory managers and their agents). The questionnaires were subjected to validity and reliability tests, and a number of statistical methods to determine the level of importance of the study variables, as well as to test its hypotheses using the statistical program (SPSS V.28), and accordingly the researcher adopted the descriptive-analytical approach to achieve results. The most important of theses results was the existence of a significant correlation and impact of the flexibility of the supply chain on the joy of customers. A number of conclusions were formulated, the most important of which was that the management of the researched company is dissimilarly interested in applying the dimensions of the flexibility of the supply chain to achieve the joy of the customers, as it focuses largely on the two dimensions of agility of the supply chain and the flexibility of distribution, which affects the depth of cooperation between the company’s management and suppliers, giving it the ability to get rid of activities that do not add value within the supply chain and provide a variety of reliable and safe products that are delivered on time.