Optimizing Supply Chain Management Indicators for Sustainable Supply Chain Integration and Customer Loyalty

Abstract

Efficient supply chain management (SCM) plays a crucial role in optimizing the delivery process, reducing costs, and ensuring products reach the market and end consumers smoothly. Meanwhile, the growing global significance of customer loyalty (CL) has made establishing a strong customer base essential for shaping the brand image of products and services. Integrating the supply chain aims to unite all stakeholders involved in product fulfillment within a cohesive system. Assessing the impact of environmentally responsible supply chain management on brand loyalty is imperative. This study aims to evaluate how SCM indicators influence sustainable supply chain integration (SCI) and, subsequently, CL. Data from 265 participants were collected through purposive sampling and analyzed using a PLS SEM measurement model. The findings demonstrate a positive correlation among SCM, SCI, and CL. The model's suitability for future research was confirmed through favorable fit indices for the alternate hypotheses.