OSUIGBO Grant
Department of Marketing Faculty of Management Sciences
Rivers State University-Nkpolu-Oroworukwo, Port Harcourt.
Abstract
Supply chain visibility (SCV) is essential to sustained competitive edge, particularly for firms operating within highly complex and constantly changing contexts. This study explored the concept of SCV and relevant to enhanced competitive advantage in terms of service quality and customer satisfaction. The study draw on extensive literature review to assess how SCV contribute to competitive advantage of firms. Resource based view constituted the theoretical framework of the study. The literature review reveals that robust SCV significantly bolster service quality and customer satisfaction; given that firms are willing to address the challenges of high implementation cost and technological complexities that beset SCV. Thus, the study concludes that SCV enhance competitive advantage of firms by contributing to better performance management, effective resource utilization, and a stronger market position; and recommends that firms, especially those operating in dynamic and competitive markets should invest in advanced technologies and infrastructure that enhance SCV capabilities.
Keywords: Competitive advantage, customer satisfaction, service quality, supply chain visibility.