Customer satisfaction received a high importance score (4.97)
and is perceived to be a useful indicator for measuring
performance of the entire supply chain. In this research,
customer satisfaction was defined as the degree to which the
customers are satisfied with the products or services.
However, this indicator is difficult to measure and turned
out to be too broad and ambiguous to meaningfully compare
different chain members. Therefore, it has been replaced with
another indicator. This replacement was carried out based on
the model developed by Kano et al. (1984), which states that
in order to increase customer satisfaction the customer must
be delighted