Supply Chain Visibility and Customer Satisfaction: The Moderating Role of Technology Adoption

Abstract

Supply chain visibility (SCV) has become increasingly important for organisations seeking to enhance operational efficiency and deliver superior customer experiences. However, in emerging economies such as Ghana, persistent information gaps, fragmented supply chain systems, delivery inefficiencies, and uneven digital capabilities may limit how visibility translates into improved customer outcomes. Despite growing scholarly attention to SCV and technology adoption (TA), empirical evidence remains limited on whether TA strengthens the relationship between supply chain visibility and customer satisfaction (CS) in the Ghanaian business context. Drawing on the Resource-Based View (RBV) and the Technology–Organisation–Environment (TOE) framework, this study examines how supply chain visibility affects customer satisfaction. It investigates the moderating role of technology adoption in this relationship.

A quantitative explanatory research design was employed, using a cross-sectional survey of supply chain managers, logistics officers, and information technology executives in Ghana's manufacturing, retail, and logistics sectors. Data were collected from 372 respondents using a structured questionnaire measured on a five-point Likert scale. The data were analysed using descriptive statistics, correlation analysis, and regression-based moderation analysis with IBM SPSS Statistics Version 26 and Hayes' PROCESS Macro (Model 1).

The findings indicate that supply chain visibility has a significant positive effect on customer satisfaction. Furthermore, technology adoption significantly strengthens the positive relationship between supply chain visibility and customer satisfaction, suggesting that firms with stronger technological capabilities are better positioned to convert supply chain information into timely decisions, responsive service delivery, and improved customer experiences. The study contributes to the literature by showing that supply chain visibility is not merely an information-sharing mechanism but a strategic capability whose value depends partly on firms' technological capacity to process and use supply chain information effectively.

The findings extend the Resource-Based View by highlighting technology adoption as a capability-enabling mechanism that enhances the value of organisational resources. Practically, the study recommends that Ghanaian firms integrate supply chain visibility initiatives with appropriate digital technologies, real-time information systems, and data-driven decision-making capabilities. Policymakers should similarly promote digital infrastructure, technological accessibility, and supportive institutional conditions to accelerate supply chain digitalisation. The study provides important implications for improving customer satisfaction and sustainable competitive performance in emerging-market supply chains.