Title: IPMA analysis of the digitalised SCOR model's effect on customer satisfaction in Indian online merchandising: a mediating and moderating perspective

Authors: Akhila Ramya Avula; I.S. Stephan Thangaiah

Addresses: VIT Business School, VIT University, Vellore, 632-014, Tamil Nadu, India ' VIT Business School, VIT University, Vellore, 632-014, Tamil Nadu, India

Abstract: This study aims to investigate the impact of digitalised SCOR model on customer satisfaction with the mediating role of digital supply chain capability and moderating role of customer expectation in India's online merchandising context. The SCOR model, traditionally focused on optimising supply chain processes such as planning, sourcing, manufacturing, delivery, and returns, is significantly enhanced when integrated with digital technologies like artificial intelligence (AI), blockchain, and big data analytics. This quantitative study utilised a purposive sampling technique. The data collection process structured questionnaire method. The descriptive statistical analysis was done through SPSS. The hypothesis testing through smart pls. The findings demonstrate that SCOR model positively influences on customer satisfaction. Additionally, digital supply chain capability positively mediates the relationship between SCOR and customer satisfaction. Additionally, the moderating role of customer expectation illustrates how varying levels of customer demand across different segments and purchase categories influence the strength of the SCOR model's impact on satisfaction. This study contributes to understanding the strategic importance of digitalised supply chain capabilities in fostering customer loyalty in India's rapidly evolving online retail market.

Keywords: digitalised SCOR model; DSCM; digital supply chain capability; DSCC; customer satisfaction; online merchandising; customer expectation; IPMA analysis.

DOI: 10.1504/IJMED.2026.150472

International Journal of Management and Enterprise Development, 2026 Vol.25 No.1, pp.32 - 60

Received: 15 Dec 2024
Accepted: 03 Mar 2025
Published online: 15 Dec 2025 *

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