Customer integration in the supply chain: the role of market orientation and supply chain strategy in the age of digital revolution

Haris Aslam (), Maimoona Waseem (), Dilnaz Muneeb (), Zulqurnain Ali (), David Roubaud () and Oksana Grebinevych ()
Additional contact information
Haris Aslam: University of Lahore
Maimoona Waseem: University of Management and Technology
Dilnaz Muneeb: Ajman University
Zulqurnain Ali: KFUPM Business School, King Fahd University of Petroleum and Minerals
David Roubaud: Montpellier Business School
Oksana Grebinevych: Montpellier Business School

Annals of Operations Research, 2025, vol. 348, issue 3, No 32, 2145-2169

Abstract: Abstract Ever increasing demand for customization and product diversity from the customers has made it important for firms to predict changes in the customer demand patterns and adopt accordingly. Customer integration allows firms to understand customers and respond to their particular needs in a better way. This study investigates the mechanisms through which customer integration is developed and affects supply chain performance. We develop a structural model underlining the role of market orientation and supply chain strategy as factors affecting the degree of customer integration. We also investigate the contingency role of marketing – supply chain integration in these relationships. We test the hypothesized model using data from Pakistani manufacturing organizations using structural equation modelling. Our results provide support for the study hypotheses except that marketing-supply chain alignment does not moderate the relationship between supply chain strategy and customer integration.

Keywords: Market orientation; Supply chain strategy; Customer integration; Marketing-supply chain alignment; Supply chain performance; Structural equation modelling (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10479-023-05191-y Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:annopr:v:348:y:2025:i:3:d:10.1007_s10479-023-05191-y

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/10479

DOI: 10.1007/s10479-023-05191-y

Access Statistics for this article

Annals of Operations Research is currently edited by Endre Boros

More articles in Annals of Operations Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().