Modeling the Intricate Association between Sustainable Service Quality and Supply Chain Performance: Moderating Role of Blockchain Technology and Environmental Uncertainty

The growing awareness about natural resource scarcity is spreading across industries, compelling businesses to implement sustainability initiatives. The service sector, including small and medium-sized firms (SMEs) involved in logistical operations, is actively pursuing measures to achieve the expected sustainability goals. In recent years, incorporating sustainable service quality attributes (SSQAs) has become a crucial strategy for attaining competitive advantages and sustainability objectives. In this context, the current study examines sustainable service quality attributes' role in achieving sustainable supply chain performance (SSCP) and obtaining triple bottom line sustainability outcomes. Data were obtained from 295 logistics service-providing SMEs using the purposive sampling technique. The acquired data were then analyzed using the structural equation model. According to the findings, SSQAs have a positive association with SSCP. The moderating roles of blockchain technology (BT) and environmental uncertainty (EU) were significant between SSQAs and SSCP. SSCP also mediated between SSQAs, BT, and TBL. Meanwhile, EU and BT also have a significant influencing role between SSQAs and SSCP. The study adds to the body of knowledge within the domain of sustainability, by testing the unique interaction between sustainable service quality attributes and SSCP. Likewise, the use of blockchain technology as a moderator on a given relationship is empirically unique in itself. The study also provides the first of their kind findings on the subject matter in the context of 295 logistics service-providing SMEs from a developing country like Pakistan. The study's findings are helpful for managers in transforming their services by embedding the SSQAs and developing their workforce to be equipped with the knowledge and facilities necessary to achieve TBL outcomes.