Research Of Supply Chain Coordination Model From The Perspective Of Customer Satisfaction

The market competition is actually the competition among supply chains. In the operation model, supply chain is composed of different corporate entities (enterprise member), an common important goal of these independent stakeholders is to pursuit maximizing their self-interest. The nature of pursuit maximizing self-interest is the ultimate goal which to achieve the enterprise members satisfaction in supply chain. Therefore the key to win in competition is to maximize the level of customer satisfaction of different corporate entities and all the supply chain through the appropriate coordination model.Most of the current research on supply chain coordination and customer satisfaction are isolate. Most of the supply chain coordination research is concentrate on the objective interests of the coordination but ignore the subjective feelings of the objective interests. And this result in blindly chase enterprise resource optimization and unsatisfactory of coordination effects crop up frequently. Most of the research on customer satisfaction is concentrate in the B2C customer satisfaction, the B2B customer satisfaction research are scanty. The research of B2B customer satisfaction is majority focus on the core enterprise satisfaction to the upstream and downstream enterprises but neglect of other enterprises satisfaction to the core enterprise. Even the core enterprise satisfaction can be improved, the ignoring of fair will also lead to instable among enterprises. So the research of supply chain coordination from the perspective of customer satisfaction not only can moderate the research orientation which emphasis too much on objective interests but ignore the subjective feelings, but also can help upstream and downstream enterprises achieve satisfaction by means of diversification of supply chain coordination.On the one hand, according to the deficiency of the current research, this article explore the relationship between the customer satisfaction of supply chain and supply chain coordination from theoretical point of view, to prove that they make it each other possible, the research of customer satisfaction of supply chain and supply chain coordination is the unification of the doctrine that everything has two aspects and that everything has its key points, on the other hand study the supply chain coordination model from the perspective of customer satisfaction research, Firstly, the article design the index of supply chain coordination degree in four dimensions of the "work flow, logistics, capital flow, information flow ", then use the Analytic Hierarchy Process (AHP) to evalue the supply chain coordination degree. Then use the KD-IPA method to analyze and solve the allocation problem of customer satisfaction in the supply chain coordination, include the allocation among the coordination facts and enterprise members, by using the method of combination the objective performance and subjective feelings, we define how to determine the improved path and improved goal under the guidance of customer satisfaction. At last we use Fault Tree Analysis (FTA) to identify the factors which affect the reliability of supply chain coordination and the relationships among the facts, then use Monte Carlo simulation to detecting the key factors and invalidation module. The simulation result shows that the reliability of the supply chain coordination depend on whether enterprise members have the correct concept of coordination and improve the security system of coordination.