MODERATING EFFECT OF INFORMATION SHARING ON CUSTOMER INTEGRATION AND PERFORMANCE OF MANUFACTURING FIRMS IN RWANDA

Alexis Uwamahoro, Ismail Shale Noor, Elizabeth Wachiuri

Abstract


The purpose of this study is to examine the moderating effect of information sharing on the relationship between customer integration and the performance of manufacturing firms in Rwanda. Customer integration involves incorporating customer needs and feedback into manufacturing processes to enhance product and service alignment with market demands. Effective information sharing is posited to strengthen this relationship by facilitating timely and accurate communication of customer preferences throughout the supply chain. The study employs an explanatory research design, utilizing data collected from a sample of managers across various manufacturing firms in Rwanda. A stratified random sampling technique is applied to ensure representation across different sectors of the industry. Data analysis is conducted using inferential statistics, including Pearson correlation and multiple regression analysis, to assess the influence of customer integration on performance and the role of information sharing as a moderating factor. Findings suggest that information sharing significantly enhances the positive impact of customer integration on firm performance by enabling better synchronization of manufacturing processes with customer demands. The study concludes that for manufacturing firms in Rwanda, fostering robust information-sharing practices is essential for maximizing the benefits of customer integration, thereby improving overall competitiveness and market responsiveness.

Key Words: Information Sharing, Customer Integration, Performance of Manufacturing Firms, Rwanda


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