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TRANSFORMATIVE SUPPLY CHAIN DRIVERS DURING COVID-19: A CUSTOMER PERSPECTIVE

This study aims to analyze key driving factors for Transformative Supply Chain (TSC), including technical skills, trust and services availability. Data was collected from 189 customers sampled across different regions in Jordan and analyzed using Structural Equation Modeling (SEM). The findings revealed that technical skills and service availability are significant drivers for a TSC, whereas trust influence on TSC was not supported by the findings. The research has important implications for supply chain logistics managers. It recommends that simple, flexible and clear design should be considered in TSC implementation as these factors play a vital role in enhancing customer experience and patronage. Additionally, service availability for all customers anywhere seems an important mechanism that could ensure the sustainability of TSC services during the Coronavirus pandemic. © 2021, Czestochowa University of Technology. All rights reserved.