Digital customer engagement metrics correlate with global supply chain pressure: a comparative secondary data analysis

Abstract

This study examines the relationship between digital customer engagement and global supply chain pressure using secondary data from 2019–2025. Drawing on the Global Supply Chain Pressure Index, the World Bank Logistics Performance Index, and digital marketing datasets, it analyzes how supply chain disruptions influence digital customer engagement across different regions. The findings reveal that customer engagement patterns change significantly during periods of high supply chain stress, with regional variations in business responses. The study highlights the importance of digital transformation in strengthening customer relationships and enhancing supply chain resilience.