Suggested indicators for flexibility were customer satisfaction,
volume flexibility, delivery flexibility, the number of
backorders and lost sales. Customer satisfaction is the most
important indicator of performance for all chain members.
However, it is either not measured at all, or it is measured
indirectly. The breeding company registers complaints from
customers, which are used as an indicator of customer
satisfaction. Occasionally, the breeder surveys customers to
ask directly for satisfaction of growers (e.g. opinion about the
breeder, its image and reliability). In the supermarkets,
customer satisfaction is measured by the turnover and the
number of customers. Sometimes, supermarkets send out
questionnaires to their customers asking how satisfied they are
with the supermarkets. The results are used to improve
customer satisfaction. Although customer satisfaction was
ranked highest by the growers and the distribution center, it is
not measured in these firms at all, which is remarkable