A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration

Research Studies Project Report (M.BA.) - Asian Institute of Technology, 2020

Purpose {u2013} The main objective of this paper was to design and develop a measurement model of supplier satisfaction. Design/methodology/approach {u2013} This study used a three-step methodology. The concept involved factors developed based on the relevant literature. Further, a regression model framework is used to calculate Supplier Satisfaction Index. The proposed decision framework was tested with a real-world company case study in a Thai merchandising firm. Findings {u2013} This paper found the key factor affecting the supplier satisfaction was trustworthiness. Research limitations/implications {u2013} The sample respondents of suppliers are small as they were selected solely from the Siam Cement Group (SCG). This may involve some sampling bias issue. Practical implications {u2013} This study illustrated a comprehensive measurement framework of supplier satisfaction toward the buyer organization. Therefore, if a company desires for improving supplier satisfaction level, they should generally focus on these six factors especially the three factors found highly significant, which are found to enhance the supplier relationship and sharpen the supplier relationship management of organization. Originality/value {u2013} This study offers two key benefits. Firstly, development of a supplier satisfaction measurement framework beneficial for the customer department to align them with the organization perspective in Thailand. It also provided a set of supplier satisfaction indices with a buyer company. Secondly, this measurement framework provided an understanding of the supplier satisfaction overview in alignment with the satisfaction scores in each supplier from developed supplier satisfaction calculation model. Keywords {u2013} Supplier satisfaction factors, Service quality, Communication quality, Time management quality, Corporation sharing, Trustworthiness, Organizational learning capability, Supplier Satisfaction Index (SSI), Satisfaction measurement, online survey, Siam Cement Plc., Thailand