Aslam Haris, Waseem Maimoona, Roubaud David, Grebinevych Oksana, Ali Zulqurnain, Muneeb Dilnaz
Lahore Business School, University of Lahore, Lahore, Pakistan.
Office of Research Innovation and Commercialization, University of Management and Technology, Lahore, Pakistan.
Ann Oper Res. 2023 Feb 17:1-25. doi: 10.1007/s10479-023-05191-y.
Ever increasing demand for customization and product diversity from the customers has made it important for firms to predict changes in the customer demand patterns and adopt accordingly. Customer integration allows firms to understand customers and respond to their particular needs in a better way. This study investigates the mechanisms through which customer integration is developed and affects supply chain performance. We develop a structural model underlining the role of market orientation and supply chain strategy as factors affecting the degree of customer integration. We also investigate the contingency role of marketing - supply chain integration in these relationships. We test the hypothesized model using data from Pakistani manufacturing organizations using structural equation modelling. Our results provide support for the study hypotheses except that marketing-supply chain alignment does not moderate the relationship between supply chain strategy and customer integration.
客户对定制化和产品多样性的需求不断增加，这使得企业预测客户需求模式的变化并相应地采取行动变得至关重要。客户整合使企业能够更好地了解客户并满足他们的特定需求。本研究探讨了客户整合得以发展并影响供应链绩效的机制。我们构建了一个结构模型，强调市场导向和供应链战略作为影响客户整合程度的因素所起的作用。我们还研究了营销-供应链整合在这些关系中的权变作用。我们使用结构方程模型，对来自巴基斯坦制造企业的数据进行分析，以检验所提出的模型。我们的研究结果支持了研究假设，唯一例外的是，营销-供应链协同并未调节供应链战略与客户整合之间的关系。
