Customer Experience as a Supply Chain Differentiator: Economic Impacts in E-Business Ecosystems

M. Ramasubramaniam
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M. Ramasubramaniam: Centre For Logistics & Supply Chain Management, LIBA, Chennai, India

European Journal of Marketing and Economics Articles, 2025, vol. 8

Abstract: The digital transformation of commerce has elevated customer experience from a peripheral concern to a central driver of supply chain competitiveness. This study empirically investigates the economic implications of customer-centric supply chain management in e-business environments. Utilizing primary data from top-tier online retailers and logistics operators, we analyze three critical performance dimensions: (1) operational efficiency metrics (order fulfillment speed, service reliability), (2) financial outcomes (cost structures, revenue growth), and (3) customer equity indicators (return rates, lifetime value). Our findings challenge conventional trade-off models by demonstrating how strategic investments in supply chain responsiveness and real-time transparency generate compound returns—simultaneously enhancing customer satisfaction (by 28-35% in our sample) and profitability margins (by 12-18%). The research identifies three transformative practices: predictive logistics modeling, dynamic inventory positioning, and returns management integration, which collectively enable firms to reconcile service excellence with cost efficiency. We present a framework for value-based supply chain design that aligns operational capabilities with evolving digital consumer expectations, offering practitioners actionable insights for building sustainable competitive advantage in platform-driven markets.

Keywords: customer experience management; e-business supply chains; digital logistics; operational responsiveness; service-profit chain; omnichannel retailing; supply chain economics; consumer-centric logistics (search for similar items in EconPapers)
Date: 2025
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