THE INFLUENCE OF SUPPLY CHAIN MANAGEMENT STRATEGIES ON AUGMENTING ORGANISATIONAL POTENTIAL IN CHINESE ENTERPRISES: THE MEDIATING ROLES OF CUSTOMER SATISFACTION AND EMPLOYEE ENGAGEMENT

Businesses in China are using strategies from the field of supply chain management in order to get a competitive advantage in the market and realise their full potential. The purpose of this study is to investigate the intricate connection that exists between SCM approaches and the performance of a business, with a particular focus on the moderating impact that customer happiness and employee engagement have. A survey was conducted utilising a mixed-methods approach, and it was administered to a wide range of medium- to large-sized enterprises operating in China's diverse industries. Both quantitative analysis using structural equation modelling (SEM) and qualitative interviews with supply chain managers have found that strong SCM strategies, such as demand forecasting, supplier relationship management, logistics optimisation, and technology integration, have a positive impact on the effectiveness of an organisation. According to the findings of this study, the link between the effectiveness of supply chain management and the success of a business is significantly mediated by the level of satisfaction experienced by customers. This is as a result of the fact that supply chains that are streamlined improve responsiveness, delivery speed, and the quality of service. Having people who are happy about their profession, who work together well, and who feel more intrinsically driven to do a good job are the factors that contribute to a supply chain that is more successful. The findings of the research indicate that in order for businesses in China to achieve success on a global scale, they need prioritise the implementation of integrated supply chain management methods and the establishment of a working environment that places equal importance on both workers and consumers.