In an emerging economy, unlike developed economy, systems and structures may not be fully operational and in place.
The customer may not be enlightened fully about product or services.
In my view, the following measures could be used:
a) Repeat sales
b) No or less number of customer complaints
c) Willingness to wait if the product is not available immediately,
Customer satisfaction from a supply chain is based on two key variables: Low price and high responsiveness. The latter can be translated into variables that customer perceives as value. These variables will include quality, customization level, speed of delivery and idea to market time, and customer service. More recently, environmental and people policies of companies are also increasingly considered as a part of the mix.
Below the line activity of the marketer for promotions and availability of the product should be strong enough for the solution. Some times availability of the product it self is proven to be a promotion of the product. Specifically in the rural market Distributor should appoint area dealer or key stockist at taluka level who provides all the products as well as promotional activity material. If such base and its functions are strong then one can create better position in the mind of consumers.
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