Real-Time Supply Chain Visibility: Key Determinants and their Impact on Modern Retail Performance

Abstract

This study investigates key drivers influencing real-time supply chain visibility and their impact on supply chain performance in the modern retail business. The objectives are: (1) to identify the causal factors that influence real-time supply chain visibility and supply chain performance in modern retail business, 2) to analyze the impact of the causal factors of supply chain performance through the mediating role of real-time supply chain visibility within the modern retail business, and 3) to develop marketing strategies based on the causal factors of supply chain performance through the mediating role of real-time supply chain visibility within the modern retail business. Data were gathered through structured interviews and online questionnaires, and analyzed using descriptive, inferential, and content analysis methods. The findings reveal that process integration, predictive data management, and digital logistics significantly enhance real-time supply chain visibility. These factors also indirectly improve supply chain performance through the mediating role of visibility. Additionally, real-time visibility itself has a direct positive impact on performance. The study offers strategic insights for modern retail business, highlighting the importance of operational integration, predictive analytics, and digital logistics technologies in enhancing visibility and overall supply chain effectiveness.