The Role of Technology in Optimizing Customer-Centric Supply Chains For Hospitality and Retail

Abstract

This systematic review explores the pivotal role of technology in optimizing customer-centric supply chains within the hospitality and retail sectors. As consumer demands evolve, businesses are leveraging advanced technologies such as artificial intelligence, Internet of Things, big data analytics, and blockchain to enhance operational efficiency and customer satisfaction. The study examines how these technologies enable real-time tracking, predictive analytics, personalized experiences, and improved transparency, transforming traditional linear supply chains into interconnected, intelligent networks. By analyzing 45 high-quality research articles, this review synthesizes current knowledge on how companies can create more agile and responsive supply chains that not only meet but anticipate consumer needs. The findings reveal significant improvements in key performance indicators, including inventory turnover rates, lead time reduction, and customer retention. Artificial intelligence and machine learning have shown to improve demand forecasting accuracy by up to 37%, while IoT implementation has led to an average 23% reduction in lead times. Big data analytics has driven a 28% increase in customer retention rates, and early blockchain adoption has resulted in a 34% reduction in product recalls. Furthermore, the study found that 82% of companies implementing these technologies reported improved overall supply chain visibility, and 69% experienced enhanced customer satisfaction scores. The integration of these technologies has also led to a 41% increase in supply chain responsiveness and a 19% reduction in operational costs. This comprehensive review provides valuable insights for practitioners and researchers in the rapidly changing hospitality and retail landscapes, offering a roadmap for future technological integration in customer-centric supply chain management.