Supply Chain Customer Service and its Impact on Logistics Performance

This report examines the critical role of customer service within the supply chain, drawing insights from the article "The impact of supply chain relationship quality on performance in the maritime logistics industry in light of firm characteristics." It highlights the importance of customer-oriented strategies, relationship marketing, and automation in optimizing supply chain processes. The report emphasizes the need for companies to understand customer needs and adapt their processes accordingly, as exemplified by the maritime industry. Key topics include the impact of firm characteristics on supply chain management, the evolution from mass marketing to relationship marketing, and the benefits of timely updates and optimized packaging. The analysis underscores the significance of supply chain integration and customer-focused service quality in achieving firm success and competitive performance within the logistics sector. The report also references articles on automation, relationship marketing, and supply chain processes to provide a comprehensive understanding of the topic. The conclusion stresses the importance of incorporating new approaches in the developing logistics industry.

Running Head: LOGISTICS & SUPPLY CHAIN
Customer service aspects of the supply chain
Name of the Student
Name of the University
Author Not

1LOGISTICS & SUPPLY CHAIN
Customer service in the aspect of the supply chain
The article, “The impact of supply chain relationship quality on performance in the
maritime logistics industry in light of firm characteristics” was published in the “The
International Journal of Logistic Management” by Youngran Shin, Vinh Thai and Kum Fai Yuen
(2018). According to the authors, supply chain management differs from the characteristics of
firms in a logistic firm. The company is a master player in its own industry, they are considered
to be facilitating a huge percentage of the trading portion in the world of business. They play an
important role in the supply chain with offshore and outsourcing participation. They work on
their strategic information for spreading their supply chain, globally (Shin, Thai & Yuen, 2018).
The communication with the partners of the company has resulted in the introduction of
collaborative instruments such as joint ventures, partnerships, fourth-party association, etc.
The process of reaching to the potential customers was mass marketing in the earlier
times, however the alternative that as stated here is the relationship marketing (Malik, Ali &
Ibraheem, 2017). This technique of marking is totally customer-oriented with the incorporation
of variable types of analysis based on communication, satisfaction, commitment and relationship.
The strength in the customer relationship is based on the relationship’s demographics, duration,
importance, etc.
As stated by Chui, Manyika & Miremadi, the new era of automation the activities across
the organizations must be handled automatically. The process will eventually be optimized with
the help of various software. The timely updates from the sections of the manufacturing will easy
the process such as when the supplier dispatches the products, then reaching to the warehouse
and finally delivery to the customers. The updates can be made available to the customers too.
This will result in customer retention as they will be assured of their items at every step (Chui,

2LOGISTICS & SUPPLY CHAIN
Manyika & Miremadi, 2016). The organization must optimize the packaging process as well as
cost-effective investment in the same.
As the article suggests that logistics industry deals with many inventory management
stating from the buying of the services, till delivering them to the customers. The understanding
of the customer needs and then changing the process of the organization is a huge lesson to
incorporate and update in the logistic industry. Similar to the Maritime industry, they have given
importance to the relationship with the customers as the main product in any logistic sector is its
quality of services provided to the customers. Hence, the process of the supply chain is important
to understand the failure or success of the firms. These processes can be applied to the logistic
organization to improve their performances.
The undertaking article is a direct representation of the past, present and future activities
of the Maritime logistics industry. It gives a clear picture of their improved processes and
strategies to carry out any activities related to logistics. The aspect of supply chain and its
integration with the methods to provide customers oriented services are important (Prajogo, Oke
& Olhager, 2016). These new approaches must be incorporated in the developing industry of
logistics. This article is recommended to read and understand the criticality of the processes that
have been undertaken in the same.

3LOGISTICS & SUPPLY CHAIN
Reference
Chui, M., Manyika, J., & Miremadi, M. (2016). Where machines could replace humans—and
where they can’t (yet). McKinsey Quarterly, 30(2), 1-9.
Malik, M. S., Ali, H., & Ibraheem, T. (2017). Consequences of relationship marketing on
customer loyalty. International Journal of Research–Granthaalayah, 5(2), 180-190.
Prajogo, D., Oke, A., & Olhager, J. (2016). Supply chain processes: Linking supply logistics
integration, supply performance, lean processes and competitive performance.
International Journal of Operations & Production Management, 36(2), 220-238.
Shin, Y., Thai, V., & Yuen, K. F. (2018). The impact of supply chain relationship quality on
performance in the maritime logistics industry in light of firm characteristics. The
International Journal of Logistics Management, 29(3), 1077-1097.