The effect of digital communication technologies in retail supply chain management: Evidence from Indian small retailers

Indian retail industry held the second rank in A.T. Kearney's Global retail development index in 2021 and ranked 16th FDI confidence index. The retail industry provides ample job opportunities and contributes to the economic progress of the nation. After the advent of new innovation there are new technologies which have emerged in business and it also substantially changed consumer behavior. Digital communication allows the user to transfer data from one end to another using digital technologies like e-mail, phone calls, video conferencing, and several instant message applications. Digital communication allows retailers to send personalized business information to their loyal customers and the customers respond to those messages, which in turn generate business for unorganized retailers. Digital communication not only improves the business of unorganized retailers but also the business image, Geographical spread, profitability, new customer acquisition, customer retention, and the like. Digital communication will transform the traditional unorganized retailer into an offline-to-online commerce model. Based on theoretical review this study identified constructs and proposed major determinants which influence technology adoption and its continuance among the unorganized retailers. This study assesses the digital communication technology usage in supply chain management among unorganized retailers with the constructs like experience, effortlessness, efficiency, enrichment, trust, security, digital infrastructure, satisfaction, and continuous intention to use. The results show that digital communication technology's effort, experience, and efficiency influence satisfaction. However, enrichment failed to influence satisfaction. Further, the results show that satisfaction and security influence continuous intention to use. However, trust and digital infrastructure failed to influence. Therefore, digital communication technology usage in supply chain management among unorganized retailers is substantially influenced by constructs like effort, experience, efficiency, satisfaction, and security.