IMPACT OF DIGITALIZATION ON CUSTOMER SATISFACTION IN INDIAN E- COMMERCE SUPPLY CHAINS

The quick progress of digital technology has led to major changes throughout the Indian e-commerce supply chain operations. Modern digital innovation transforms operational performance and builds fundamental contributions to customer satisfaction which stands as a vital success element for e-commerce market competition. DSC implementation faces complexity from various organizational and infrastructural difficulties besides technological hurdles as the topic receives mounting research interest. Technology stands as the fundamental enabler according to some researchers yet strategic configuration combined with system integration together with collaborative practices become the key elements to unlock the complete benefits from digital solutions according to others. This study conducts an organized review of literature to investigate how digital technologies with their main components IoT and AI affect both supply chain effectiveness and buyer satisfaction through an evaluation of the Indian e-commerce sector. The review examines how defined inclusion criteria have shown IoT and AI technologies to play important roles in establishing real-time visibility and personal customer experiences and demand prediction and smart inventory management systems. The integration of these solutions enables smarter supply chains that respond quickly to evolving needs of increasing numbers of Indian e-commerce customers. The research study points out that DSC implementation faces various obstacles which include data segregation and insufficient technological systems along with employee reluctance to adapt and cybersecurity protection requirements. A thorough analysis of implementation barriers with successful elements documented in research brings practical implementation strategies to businesses interested in enhancing customer satisfaction and operational performance in India’s e-commerce market. Keywords: Digital Technology · Supply Chain Efficiency · Customer Satisfaction