Exploring the Impact of Supply Chain Management on Customer Satisfaction in Indian E- Commerce: A Case Study of Flipkart

Abstract

In an era where customer loyalty is closely tied to operational excellence, e-commerce businesses must develop supply chain strategies that are not only efficient but also resilient and customer- centric. This paper investigates Flipkart’s supply chain practices and their influence on customer satisfaction, drawing on survey data from 100 respondents in Chandigarh. Findings suggest that while the company excels in inventory breadth and digital integration, several operational challenges — such as delivery speed, product stockouts, and return handling — remain significant customer pain points. This study contributes to ongoing academic discussions by offering insights into supply chain optimization, customer experience management, and strategic e-commerce logistics.