Supply chain visibility and customer-oriented performance: mediation and moderation analysis of supply chain collaboration and learning

PurposeAlthough supply chain management literature implicitly highlights supply chain visibility (SCV) as a customer-focused capability that can critically influence customer-oriented outcomes, there is a paucity of empirical research on the impact of SCV on customer-oriented outcomes. The paper examines the relationship between supply chain visibility (SCV) and customer-oriented performance (COP). Additionally, the paper examines the mediating and moderating roles of supply chain collaboration (SCC) and supply chain learning (SCL) in the relationship between SCV and COP.Design/methodology/approachA cross-sectional survey of manufacturing firms in Ghana was conducted, and 228 usable responses were received. The hypothesized paths were analyzed using partial least squares structural equation modeling.FindingsThe results revealed that SCV has a positive and significant relationship with COP. The results also revealed that SCC significantly mediates the indirect relationship between SCV and COP. The results further revealed that SCL moderates the relationship between SCV and COP.Originality/valueThis study extends the SCV literature by broadening its performance outcomes to include COP and by explaining how and when SCV creates customer value. Specifically, it identifies SCC as the mechanism through which SCV enhances COP and demonstrates that SCL strengthens this relationship.