E-Commerce Strategies and Supply Chain Management: Enhancing Marketing Performance and Customer Satisfaction in Competitive Markets

Abstract

This study examines the interrelationships among e-commerce strategies, supply chain management (SCM) practices, marketing performance, and customer satisfaction within competitive digital markets. Guided by the resource-based view and the service-profit chain framework, the research proposes and tests a conceptual model in which digital marketing, online personalization, and omnichannel integration, together with logistics reliability and inventory coordination, jointly influence marketing performance and, in turn, customer satisfaction. A quantitative, cross-sectional survey design was employed, with data collected from 384 online retail and e-commerce business respondents using a structured, validated questionnaire anchored on a five-point Likert scale. Data were analyzed using descriptive statistics, Pearson correlation, and multiple linear regression. The results indicate that both e-commerce strategy variables and supply chain management practices exert statistically significant positive effects on marketing performance (β = 0.34 and β = 0.29, respectively, p < .001), and that marketing performance is the strongest predictor of customer satisfaction (β = 0.38, p < .001). Supply chain management practices, particularly delivery reliability, also directly and significantly predict customer satisfaction (β = 0.27, p < .001). These findings suggest that firms competing in digital markets should treat e-commerce strategy and supply chain capability as complementary, mutually reinforcing levers rather than isolated functions. Theoretical and managerial implications, limitations, and directions for future research are discussed.