澳大利亚某大学毕业论文范例：论述物流流程、制造柔性及客户服务之间的关系

Relationship among logistics processes, manufacturing flexibility and customer service
物流流程、制造柔性及客户服务之间的关系

Customer satisfaction survey results analyzing sector revealed that “sales & promotion” and “order & delivery efficiency” had higher impacts on the overall customer satisfaction. For measurements “sales & promotion”, it is more related to marketing activities. For example, product price is one of marketing decisions. However, logistics processes can determine product price. Majority of manufacturing are outsourced to the third party in China where cost is relatively low compared to developed countries. As a multinational organization operating globally, Crocs operates raw material purchasing and 3PL contracting at an organization level thus cost can be controlled well through the economic of scale. These factors make Crocs provide footwear with acceptable price. Based on survey results, the level of satisfaction to “product price” was higher than average. It provides evidence that Crocs achieves low cost so that they can offer good price to retailers. Crocs can lower product price further to increase retailer satisfaction so that “sales & promotion” can be moved from “to be improved” area to “excellent” area. Improving related logistics processes like raw material purchasing, manufacturing, and distribution can help to reduce cost so that lower product price is achievable. It provides good explanation how customer service level and related logistics processes influence each other. According to the interview with Operation Director, Crocs does no intend to adopt low price strategy to compete in global market. For Crocs Australia, improving other service items like “product package” or “response to problems” would be more appropriate. According to the director of Crocs Australia, mix package which has various models, color, and size in one box will be launched. It is believed that mix package will satisfy retailers order requirements which are low volume and high variety.
客户满意度调查结果分析部门透露，“销售及推广”和“订单交付效率有更高的整体客户满意度的影响。测量“销售及推广”，它是更多相关的营销活动。例如，产品价格是营销决策之一。然而，物流过程可以决定产品的价格。广大生产外包给第三方在中国，与发达国家相比，成本也比较低。

Crocs Australia contracted local delivery to the third party, Star Track for customers in Victoria. Fill rate are monitored on daily basis. StarTrack is evaluated according to two major indexes, one is delivery performance and the other is cost. New courier will be engaged if StarTrack fails to achieve key performance indicators. According to Crocs Australia order fulfillment report, order fill rate and on-time delivery rate achieved target goal. Survey results also suggested that retailer satisfied with delivery performance. However, it is noted that Crocs Australia hold 6 months of average monthly sales/forecasted quantities to ensure order completeness and on time delivery. Long shipping lead time and tight time window required by retailers are major reasons to hold high volume inventory. More importantly, retailers only provide sales forecast to Crocs Australia two times a year. Under such circumstances, Crocs Australia has to hold high volume inventory to deal with high level of uncertainty of customer demands. It provides evidence how logistics processes determine customer service quality delivered while expected customer service level requires related logistics processes.
澳大利亚Crocs合同规定当地交付到第三方，在维多利亚的客户Star Track。填充率监测每日的基础。根据两个主要指标进行评估StarTrack，一个是交货性能和其他成本。将从事新的快递，如果StarTrack未能达到关键绩效指标。根据澳大利亚鳄鱼订单履行报告，订单完成率和准时交货率达到目标的目标。调查结果还表明，零售商交付表现感到满意。然而，它指出，澳大利亚鳄鱼持有6个月的平均每月销售/预测的数量，以确保订单的完整性和按时交货。龙航运零售商所要求的交货时间紧迫的时间窗口是高举体积库存的主要原因。更重要的是，零售商只提供销售预测澳大利亚鳄鱼每年两次。在这种情况下，澳大利亚鳄鱼高举卷库存处理高层次的客户需求的不确定性。它提供了证据物流流程如何确定交付预期的客户服务水平，同时要求相关的物流流程的客户服务质量。
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To improve the information sharing through supply chain, Crocs launched ERP system, E1 in 2006. Retailers were required to email order by Excel form instead of ordering through fax or telephone. The transition period brought chaos in order processing and caused unhappy customers, according to the director of Crocs Australia. Some particular retailers who can not use email even ceased trade with Crocs. The survey was conducted on February 2007. Retailers evaluated their satisfaction level against past experiences. Crocs Australia order system transition (to ERP) happen in 2006. It explained partly why the level of satisfaction to ‘ability of advice on product non-availability’ and ‘order status tracking service’ was low.
为了提高通过供应链信息共享的，卡骆驰在2006年上马ERP系统，E1。零售商须以电子邮件为Excel表格，而不是通过传真或电话订购。订单处理过渡期带来的混乱，造成客户不满意，根据澳大利亚鳄鱼导演。一些特定的零售商，谁也无法使用电子邮件，甚至停止贸易鳄鱼。这项调查是在2007年2月正式投产。零售商评估他们的满意程度，对过去的经验。澳大利亚鳄鱼订单系统过渡（ERP）发生在2006年。它解释说，部分原因的满意程度的意见对产品的可用性“和”订单状态跟踪服务的能力低。

Logistics efficiency and manufacturing flexibility are two crucial capabilities for organization seeking to provide high quality customer service. According to Bowersox, Patricia, Cornelia, Richard, and Dale (1992), flexibility is the ability of the firm to be proactive in adapting to changing customer requirements. Crocs should respond quickly and appropriately to a changing environment. Some actions Crocs took like expanding manufacturing capability, sourcing more raw material supplier, increasing product variety aim to improve organization flexibility. The higher the manufacturing flexibility, the more logistics efficiency Crocs has, the higher the level of customer service Crocs is able to provide.
组织寻求提供高质量的客户服务，物流效率和制造灵活性是两个至关重要的能力。

REFERENCE
参阅目录

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Ballou, R.H 2006, ‘Revenue estimation for logistics customer service offerings’, The International Journal of Logistics Management Vol. 17 No. 1, 2006 pp. 21-37.

Bolumole, Y.A., Michael Knmeyer, A., and Lambert, D.M 2003, ‘The customer service management process’, The International Journal of Logistics Management, Volume 14, Number 2, 2003, pp.15-31.

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Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V.A 1993, ‘A dynamic process model of service quality: from expectations to behavioral intentions’, Journal of Marketing Research, Vol. 30, February, pp. 7-27.

Bowersox, D.J., Patricia, J.D., Cornelia, L.D., Richard, N.G., and Dale, S.R 1992, Logistics Excellence, Burlington, MA: Digital Press.

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Chow, G., Heavor, T.D. and Henriksson, L.E 1994,  Logistics performance: definition and measurement’, International Journal of Physical Distribution & Logistics Management, Vol. 24 No. 1, pp. 17-28.