Effect of Supply Chain Integration and Agility on B2B Sales Performance Through Customer Experience and Repurchase Intention: A Study in the Logistics and Distribution Industry
Keywords:
supply chain integration, supply chain agility, B2B sales performance, customer experience, repurchase intention, logistics and distribution industryAbstract
In contemporary B2B markets, sales performance is not determined solely by product price and quality; rather, it is also influenced by supply chain capabilities and the experience customers acquire through their interactions with suppliers. The present study aimed to investigate the effect of supply chain integration and agility on B2B sales performance, with customer experience and repurchase intention serving as mediating variables in the logistics and distribution industry. In terms of purpose, this was an applied study, and in terms of nature, it employed a descriptive-correlational design using structural equation modeling. The statistical population consisted of sales, marketing, and supply chain managers and experts employed by companies operating in the logistics and distribution industry, and stratified random sampling was used. Data were collected using standardized questionnaires and analyzed through partial least squares structural equation modeling (PLS-SEM). The findings showed that supply chain integration had positive and significant effects on customer experience, repurchase intention, and sales performance. Supply chain agility also had positive and significant effects on customer experience and repurchase intention; however, its direct effect on sales performance was not supported. Customer experience had positive and significant effects on repurchase intention and sales performance, while repurchase intention also had a positive and significant effect on sales performance. The mediating roles of customer experience and repurchase intention in the relationships between supply chain integration and agility and sales performance were confirmed. The results indicate that supply chain capabilities can improve B2B sales performance not merely through direct effects, but primarily by creating a favorable customer experience and strengthening customers’ intention to repurchase.
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Copyright (c) 2026 Heydar Yari (Author); Ahmad Reza Kasraee
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