The Effect of Customer-Centric Green Supply Chain Management on Operational Performance and Customer Satisfaction

This study explores the links of implementing customer-centric green supply chain management (GSCM) with its antecedent factors (i.e. customer pressure) and performance outcomes (i.e. operational performance and customer satisfaction). Data for this study were obtained through a survey of 126 automobile manufacturers in China. Results suggest that customer pressure has a positive effect on the implementation of customer-centric GSCM, which, in turn, leads to multiple operational performance improvements (i.e. flexibility, delivery, quality and cost). While production flexibility and cost appear to have no significant impact on customer satisfaction, product quality and delivery are significantly and positively associated with customer satisfaction. On the practical front, this paper provides guidelines for managers in implementing customer-centric GSCM to respond to customer pressures and improve firm performance, and for policy-makers to encourage partner-focused GSCM efforts in environmental policy.