Retail businesses operate in an environment characterized by numerous risks, including political instability, terrorism, natural disasters, pandemics, corruption, and unpredictable weather patterns. Such disruptions can interrupt daily operations, lower customer satisfaction, weaken organizational credibility and reduce revenue streams. In today’s dynamic environment, supply chains have little tolerance for downtime, necessitating the adoption of continuity planning strategies. Supply Chain Continuity Planning (SCCP) provides organizations with tools to enhance resilience, reduce turnaround time, optimize costs, and sustain customer satisfaction. This study examined the influence of SCCP on the performance of retail chain stores in Kenya. The strategies under review were assessed through both primary and secondary data. Results from the mixed-effects model indicated a significant fixed effect of SCCP on performance at level 1 (β = 0.751, Z = 19.450, p < 0.001), alongside a significant random effect across entities at level 2 (ICC = 47.5%, LR statistic = 112.99, p < 0.05). Further regression analysis of secondary data confirmed a strong relationship (R2 = 52.8%, ANOVA F-statistic = 15.660, β = 1.368, t = 3.960, p = 0.001). The findings demonstrate that SCCP plays a critical role in improving resilience, minimizing disruption, and sustaining competitiveness. The study concludes that SCCP adoption significantly enhances profitability, operational efficiency, and customer responsiveness among Kenyan retail chain stores, making it an indispensable tool for long-term sustainability.
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