Digital marketing, customer engagement, supply chain agility, and flexible logistics as capability drivers of dynamic marketing channel performance: an operations management perspective

This study addresses the limited integration of marketing and operations perspectives in explaining dynamic marketing channel performance in complex markets.Drawing on capability integration logic, it examines how digital marketing, customer engagement, supply chain agility, and flexible logistics function as capability drivers of dynamic marketing channel performance.Survey data from 500 Thai firms were analysed using structural equation modelling.The results show that digital marketing significantly enhances customer engagement and supply chain agility.Supply chain agility strengthens flexible logistics and directly improves dynamic marketing channel performance, while customer engagement and flexible logistics also exert significant positive effects.The model explains 75.9% of the variance in dynamic marketing channel performance, indicating that firms improve channel outcomes through coordinated digital, relational, supply-side, and logistics capabilities.The study contributes to services and operations management research by conceptualising dynamic marketing channel performance as a capability outcome enabled by operational integration.