A Study on the Impact of Supplier Performance towards Achieving Retailer Satisfaction

Nowadays, the objective of achieving customer satisfaction has become more and more important in order to maintain organization’s competitive advantage within its industry. This study aims to identify the supplier’s performance focuses on the service quality present provided to retailers. The independent variables for this study include reliability, responsiveness, assurance, empathy, tangible and consistency. This study was conducted among retailers in Taman Connaught, Cheras and the interview questionnaires were distributed to 5 respondents to test the degree of satisfaction in terms of the five components of service quality and consistency. The collected data was analyzed by classified the respondents into respective groups namely “satisfied retailers” and “dissatisfied retailers”. This study provides several constructive recommendations to the suppliers to improve their performance such as create a commitment, track mistakes, invest in training and development and organize quality circles.