CREATING CUSTOMER-CENTRIC SUPPLY CHAINS: THE 4R AND 4C APPROACHES

Abstract

Building customer-oriented supply chain is a critical strategy that businesses adopt to gain
competitive advantage and increase customer satisfaction. This approach requires focusing on
customer demands and needs. The 4R approach (responsiveness, resilience, reliability and
realignment) developed to build a customer-oriented supply chain provides a solid foundation for
the development of the strategy in this context. Businesses can increase customer satisfaction with
the ability to respond to rapidly changing demands. Durability and reliability emphasize the ability
of supply chains to cope with unexpected challenges, while business process reorganization
increases operational efficiency. Similarly, the 4C approach (coordination, collaboration, capability
and connection) developed to create customer-oriented supply chains encourages integration
throughout the entire supply chain. Coordination and cooperation between businesses ensures
efficient information sharing and resource management. Therefore, it aims to create an efficient and
flexible structure by connecting all components of the supply chain.In this study, 4R and 4C approaches, which are developed to gain competitive advantage and create
flexible and efficient supply chains that are compatible with customer needs, will be presented with
examples from the literature. These approaches are essential for successful competition in today's
dynamic business environment.