INTRODUCTION Benefiting from supply chain management organizations will be able to develop their commercial relationships through improving information exchange with raw material suppliers and distributors. Nowadays performing optimized marketing is one of the most challenging issues at the face of managers which force them to make use of modern and various techniques to achieve superior performance (Hesami, 2009). One of the organizational requirements in this regard is selecting certain and clear strategies in the ongoing processes of supply chain. These strategies put emphasis on internal and external coordination in business context to present the ultimate and best services for customers and consumers and also contribute to promotion and enhancement of any individual organizational member (Cohen and Russell, 2005). Therefore, supply chain management does its best in performance evaluation system in order to identify success, determining the rate of fulfilled needs, helping organization to understand ongoing processes, exploring new knowledge and finally improved planning (Morgan, 2007). Service is standing at the heart of any commercial activity which is requested by consumers and customers (Seyed javadin and Kimsayii, 2014). Among the influential factors to reach customer satisfaction at high levels is the quality of rendered service(s) (Kazemi and Mohajer, 2009).