Business continuity through customer engagement in sustainable supply chain management: outlining the enablers to manage disruption

Business continuity in disruptions like the COVID-19 pandemic involves sustainable supply chain management (SSCM) with limited resources and risks for the well-being and prosperity of stakeholders and customers involved with limited environmental effects. The purpose of the paper is to outline enablers in customer engagement that supports SSCM in times of disruption like the COVID-19 pandemic. This research uses an extensive literature review followed by academic and industry practitioners’ opinions to identify customer engagement enablers in SSCM for business continuity. Hybrid stepwise weight assessment ratio analysis (SWARA) and rough set numbers rank customer engagement enablers that support SSCM in disruption. The research builds on stakeholder theory and the sustainability framework for economic performance through non-economic aspects. The research concludes that the focus on agility for target customers through collaboration and information sharing in SSCM will support business continuity. It shall support decision-making in the supply chain in uncertainties. Engagement with stakeholders leads to focused execution in response to customer demand through faster communication and crucial information sharing, thus eliminating bottlenecks for business continuity.