There are many definitions of supply chain management
(SCM) in pieces of literature. Generally, SCM is the management of the flow of processes, information
and funds from supplier to end user in order to reduce costs, increase customer
satisfaction, etc. (Ellram et al., 2004; Naoui, 2014).
However, Baltacioglu et al. (2007) argued that the
concept of SCM is ambiguous due to the many existing SCM frameworks (Lee and
Billington, 1995; Croxton et al., 2001; APICS,
2017) which do not take into account the difference in supply chain network in
different industries These frameworks are commonly applied to the manufacturing
industry, hence, are not applicable to services. This is support by many
studies which have also proposed the need for extending supply chain concepts
into the service industry (Sampson, 2000; Youngdahl and Loomba, 2000; Korpela
et al., 2001; Cook et al.,2002; Kathawala and Abdou, 2003; Ellram et al., 2004).
As seen in Table, Ellram et al. (2004) compare and critique
various models of a traditional supply chain for services supply chain.
The main issue in the traditional frameworks of SCM is
that they focus on the physical flow of goods. Baltacioglu et al., (2007)
research further show that what differs a service supply chain from a
traditional manufacturing supply chain is the unique characteristics of
services. Services are intangible, simultaneous, heterogeneous and perishable
(Blut et al., 2014). Therefore, certain traditional supply chain functions are
irrelevant to the services to the definition for service supply chain management (SSCM) is redefined as “the
management of information, processes, resources and service performances from
the earliest supplier to the ultimate customer” (Baltacioglu et al.,
2007, p. 112).
Information and technology is the foundation of SSCM
(Baltacioglu et al., 2007; Naoui, 2014). Naoui (2014) examined the factors
influencing customer service performance within the SCM of a telecommunications
network SME in France. She conducted 11 semi-structured interviews with
professionals and majority state that success with customers is significantly
contributed by the use of technology as it allows better communication and
exchange of information within all stakeholders of the SCM.
Singh et al. (2017) examined SCM issues in the food
industries by collecting and analysing three weeks of data from Twitter. They were
able to identify the root causes of issues affecting consumer satisfaction, highlight
the location of these issues in the supply chain and provide actions that can
be taken to improve its SCM. For instance, from the data, they were able to
identify that customers satisfaction is influenced by the tenderness of the
beef products and can be improved with an appropriate maturation of carcass.
Nonetheless, there is a lack of research on the role
of social media data in operations management research (Chan et al., 2017). It
has been proposed that such data would be useful in the hotel sector as there
has been an increased use of social media to interact with customers (Fan and
Niu, 2016; Noone et al., 2011).