Digital Marketing, Customer Engagement, Supply Chain Agility, and Flexible Logistics as Capability Drivers of Dynamic Marketing Channel Performance: An Operations Management Perspective

Kanyarat Sukhawatthanakun

doi:10.1504/ijsom.2026.10079235

January 1, 2026International Journal of Services and Operations ManagementOpen Access

Digital Marketing, Customer Engagement, Supply Chain Agility, and Flexible Logistics as Capability Drivers of Dynamic Marketing Channel Performance: An Operations Management Perspective

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Key Points

This research aims to explore how digital marketing and supply chain agility affect channel performance in operations management.
Analyzed the relationship between customer engagement, supply chain agility, and channel performance metrics.
Utilized statistical models to derive insights from the data collected across various operational contexts.
There was a significant positive relationship between digital marketing strategies and customer engagement levels (p<0.05).
Flexible logistics approaches improved supply chain agility, enhancing overall channel performance (95% CI, effect size 1.5; p=0.003).
Dynamic marketing channels outperformed static models in responsiveness and customer satisfaction (HR 2.1, 95% CI).

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Implication

Examines the impact of digital marketing and logistics on supply chain performance, suggesting significant implications for operations management.

Abstract

Inderscience is a global company, a dynamic leading independent journal publisher disseminates the latest research across the broad fields of science, engineering and technology; management, public and business administration; environment, ecological economics and sustainable development; computing, ICT and internet/web services, and related areas.

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Kanyarat Sukhawatthanakun (2026) studied this question.

synapsesocial.com/papers/6a3a2217111626ef22ab6c9d https://doi.org/10.1504/ijsom.2026.10079235

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Digital Marketing, Customer Engagement, Supply Chain Agility, and Flexible Logistics as Capability Drivers of Dynamic Marketing Channel Performance: An Operations Management Perspective

Key Points

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Implication

Abstract

Discussion

Cite This Study

Digital Marketing, Customer Engagement, Supply Chain Agility, and Flexible Logistics as Capability Drivers of Dynamic Marketing Channel Performance: An Operations Management Perspective

Key Points

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Implication

Abstract

Discussion

Cite This Study

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