Impact of Supply Chain Agility on Customer Satisfaction in the E-commerce Sector

Impact of Supply Chain Agility on Customer Satisfaction in the E-commerce Sector

Author

Sumit Kumar (23GSOB2010336)

MBA 2023-2025

UNDER THE GUIDANCE OF

Prof. Dr. Sujit Kumar Singh

School of Business

Galgotias University

Abstract

In the rapidly evolving e-commerce sector, responsive and adaptable supply chains are critical for success. This study investigates the pivotal role of supply chain agility (SCA)—defined as a firm's ability to quickly adapt operations to dynamic market demands—in enhancing customer satisfaction. Focusing on key agility components like delivery speed, return flexibility, and technology integration, the research examines their impact on customer satisfaction metrics such as Net Promoter Score (NPS), Customer Satisfaction (CSAT), and repeat purchase rates. Employing a descriptive research design and secondary data analysis from scholarly journals, industry whitepapers, consultancy reports, and company case studies (2020-2024), the findings reveal that agile supply chain models consistently outperform competitors. For instance, companies offering same-day or next-day delivery show NPS scores up to 40% higher. AI-driven inventory systems reduced stockouts by 25% and improved CSAT by 30%. Additionally, 87% of customers prioritize flexible return policies in repurchase decisions. The paper concludes that SCA is not merely an operational advantage but a strategic imperative for elevating customer experience, fostering loyalty, and achieving competitive differentiation in e-commerce.

Keywords: Supply Chain Agility, Customer Satisfaction, E-commerce, Delivery Speed, Return Flexibility, Technology Integration, Net Promoter Score (NPS), CSAT, Repeat Purchase Rates.