The study looks at the direct and indirect effects of supply chain responsiveness on omnichannel retailing's customer experience (CE) and brand equity (BE). The authors suggest that customer experience (CE) acts as a mediator between supply chain customer responsiveness and brand equity (BE), according to the Resource Based View, Service-Dominant Logic, and Stimulus-Organism-Response theories. After employing purposive and stratified sampling, the authors undertook a quantitative cross-sectional study with 400 respondents of omnichannel retailing. With the use of structural equation modeling (SEM), the authors detailed the direct and indirect impact of the study. Customer experience (CE) and brand equity (BE) were both positively affected by supply chain responsiveness (SCR), according to the study. Brand equity (BE) was positively affected by customer experience (CE), which mediated the direct relationship between supply chain responsiveness (SCR) and BE. The authors recommend that the omnichannel retailing supply chain (SC) be responsive (agile, adaptable, and dependable) to fully enhance customer perceptions, satisfaction, and brand equity (BE). The study offers contributions to the theory by validating the mediating role of customer experience (CE) in omnichannel supply chain (SC) strategies and provides practitioners with insights on how to combine operational responsiveness with customer-centric brand equity initiatives
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