Abstract:
Supply chain flexibility is widely seen as one major response to the increasing uncertainty and
competition in the marketplace. That is to say a firm with a flexible supply chain is likely to
survive and grow its market share. Despite several evidences suggesting that performance
improvements are related to SCM, managing supply chains today and practicing flexibility has
become more difficult due to the fact that business environments are highly competitive,
businesses are going more global, dynamic, and customer‐driven. The purpose of this research
is to study the effect of supply chain flexibility (product development flexibility, manufacturing
flexibility, logistics flexibility and spanning flexibility) on customer satisfaction of manufacturing
firms in Tiret corporate in the perspective of employees. The study was employed through
explanatory research design in which selection of respondents were done using stratified
proportional sampling technique. A questionnaire was used as a research tool for collecting
data. The analysis was made using descriptive for demographic characteristics of the
respondents and the significant relationship of the independent variables with the dependent
variable was made using inferential statistics (correlation and regression analysis). From the
correlation analysis result there were significant positive correlation between all variables
(product development flexibility, manufacturing flexibility, logistics flexibility and spanning
flexibility) and customer satisfaction at (p<0.01) respectively. Finally, according to the
regression analysis result, only the three hypotheses (H2, H3 & H4) which are manufacturing
flexibility, logistics flexibility and spanning flexibility has positive and significant influence on
customer satisfaction is accepted. This implies that manufacturing flexibility, logistics flexibility
and spanning flexibility must be in the best attention of business organizations to take a
proactive role in the management of their supply chain in establishing a strong position over its
competitors and achieving its goals.