Which of the following is a primary objective linked to customer satisfaction in purchasing goals?

• A. Uninterrupted flow of materials/services at lowest total cost
• B. Improve quality of finished goods
• C. Optimize customer satisfaction
• D. Find reliable suppliers, work with strategic suppliers to improve quality and product design

Answer: (C)

Purchasing goals tie directly to what customers experience, so the best choice is the one that states optimizing customer satisfaction. This framing puts the end result front and center: ensuring the inputs, delivery reliability, and overall service meet customer expectations, which drives happiness with the product or service. The other options are important facets of the supply chain—cost efficiency, product quality in production, or supplier collaboration—but they describe means to support satisfaction rather than the explicit objective itself.