Exploring Support Activities of Retail Value Chain That Influence Retail Shoppers’ Behavior: Ordered Probit Model Approach

Mahendra Reddy Bogala (GITAM School of Business, Gandhi Institute of Technology and Management (Deemed to Be University))
Venkata Adinarayana Rao Uppu (GITAM School of Business, Gandhi Institute of Technology and Management (Deemed to Be University))
V. V. Devi Prasad Kotni (GITAM School of Business, Gandhi Institute of Technology and Management (Deemed to Be University))
Tanikella VNL Raghu Babu (Gayatri Vidya Parishad College for Degree and PG Courses (A))
S. Varalakshmi (Gayatri Vidya Parishad College for Degree and PG Courses (A))
Rajesh Vemula (CHRIST University)

Journal of Applied Science, Engineering, Technology, and Education
Vol. 8 No. 1 (2026)

The support activities of the value chain model include procurement, firm infrastructure, human resource management, and technology management. This study aims to assess the influence of retail value chain management support actions on customer satisfaction. This study is based on Michel Porter's (1985) generic value chain model, which strives to provide organizations with a competitive edge. This is an empirical study in which 500 retail customers provided primary data using a structured questionnaire covering factors related to retail value chain management support activities. These qualities were uncovered after focus group talks with merchants and retail specialists from a variety of organized retail locations. The ordered probit model was used to examine how major retail value chain management procedures affect consumer satisfaction. Based on the analysis done, the managerial and theoretical implications were discussed in detail, and a model of Support Activities of Retail Value Chain Management was proposed based on the evidence. This research outcome contributes towards SDG12 of the United Nations Sustainable Development Goals.