Influence of Customer Relationship on Supply Chain Performance in Telecommunication Industry

Abstract

This study aimed to explore the relationship between customer relationships and supply chain performance, with a focus on mediating role of logistics integration as well as whether this relationship is mediated by logistics integration. The study was conducted among 361 employees from 21 Malaysian telecommunication firms in Malaysia by applying a structural equation modeling with SmartPLS. Findings revealed customer relationship associated with supply chain performance and supported. However, the study found that the mediating effect of logistics integration in the relationship between customer relationships and supply chain performance was not statistically significant.