Evaluating Key Determinants of Customer Satisfaction: A Focus on Customer Relations, Service Quality, Product Quality, and Supply Chain Management.

Abstract

This thesis explores strategies to enhance customer satisfaction at DD Logistics, a Ghanaian logistics company specializing in import and export services. Founded in the early 2000s, DD Logistics is a key player in Ghana’s logistics sector, offering services such as customs clearance, freight forwarding, warehousing, and transportation. Since 2021, the company has faced significant challenges, including a 30% decline in its customer base due to problems such as product inconsistencies, supply chain delays, and communication gaps. These factors have contributed to reduced business activities and revenue, indicating the need for strategic measures to increase customer acquisition and retention and strengthen operational stability.

The research employs a mixed methods approach for data collection, including surveys and interviews, to assess customer satisfaction and identify areas for improvement in customer relations, service quality, product quality, and supply chain management.

Key findings show that customer declines are caused by several issues: inconsistent product quality, operational delays, irregular follow-ups, and poor communication. The study emphasizes the importance of resolving these challenges by implementing Lean Six Sigma, improving quality control processes, and establishing better communication protocols. These measures could help resolve the identified problems and improve customer satisfaction and retention.

DD Logistics can achieve greater competitiveness and operational resilience by restoring customer confidence and adopting proactive customer management strategies, ensuring sustained growth in a highly competitive industry.