The effects of supply chain management practices on competitive advantage at cocoa research institute of ghana (crig). The mediation role of customer loyalty.
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Date
2023
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KNUST
Abstract
The aim of the study was to investigate the mediating role of customer loyalty on the nexus between supply chain management practices, and competitive advantage at cocoa research institute of Ghana (crig). The study aimed to achieve four main objectives: firstly, to investigate the connection between supply chain management (scm) practices and competitive advantage; secondly, to assess how scm practices impact customer loyalty; thirdly, to analyze the influence of customer loyalty on competitive advantage; and fourthly, to examine the mediating role of customer loyalty in the relationship between scm practices and competitive advantage. The population of the study comprised of 200 management and staff of the nestle Ghana. The study was grounded on quantitative, descriptive and case study approach to gather data from 133 respondents from nestle ghana, using convenient sampling technique. Statistical package for the social sciences (spss) and process macro module were adopts in conducting analysis. The findings of the study to revealed supply chain management practice was found to have a positive and significant impact on competitive advantage. Scm practices had a positive and significant influence customer loyalty. Customer loyalty also had a positive and significant influence on competitive advantage. Customer loyalty mediated the nexus between supply chain management practice and competitive advantage at cocoa research institute of Ghana (crig). It is recommended that organizations should implement integrated supply chain management strategies that prioritize customer-oriented practices to foster loyalty and gain a sustainable competitive advantage
Description
A thesis submitted to the department of supply chain and information systems, institute of distance learning, in partial fulfilment of the requirements for the award of the degree of master of science procurement and supply chain management