The mediating role of logistics 4.0 capability on the relationship between e-commerce marketing and firm performance

Yanginlar, Gözde; Civelek, Mustafa Emre; Bahçeci, Ihsan; Obrecht, Matevž

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Tytuł artykułu

The mediating role of logistics 4.0 capability on the relationship between e-commerce marketing and firm performance

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Yanginlar Gözde , Civelek Mustafa Emre , Bahçeci Ihsan , Obrecht Matevž

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Pośrednicząca rola logistyki 4.0 w związku między marketingiem e-commerce a wynikami firmy

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Abstrakty

This study aims to determine whether e-commerce marketing capability impacts firm performance and what role logistics 4.0 plays in this relationship. Based on the literature and grounded on dynamic capability theory we develop a theoretical framework in which logistics 4.0 capability plays a mediating role in the relationship between e-commerce marketing and firm performance. Our hypotheses are tested using survey data from 553 respondents working in the logistics, textiles, white goods, and electronics sectors. The data is analyzed using structural equation modeling. Empirical results show that e-commerce marketing positively impacts firm performance and logistics 4.0 capability is mediating in this relationship. Logistics 4.0 capability enhances firm performance by improving on-time deliveries and increasing the efficiency of supply chain processes. Our results highlight the importance of investing in Logistics 4.0 capability including talent, managerial, and technical resources to improve the benefits the firm is getting from e-commerce marketing. Logistics 4.0's capability enhances e-commerce marketing's impact on firm performance by increasing on-time deliveries, efficiency, flexibility, quality, and responsiveness to customers, and improving the ability to build enterprise agility. This study contributes to firm performance literature by identifying the mediating role Logistics 4.0 plays in the relationship between e-commerce marketing and performance.

Niniejsze badanie ma na celu określenie, czy zdolność marketingu e-commerce ma wpływ na wyniki przedsiębiorstwa oraz jaką rolę odgrywa logistyka 4.0 w tej relacji. Opierając się na literaturze i bazując na teorii dynamicznych zdolności, opracowujemy teoretyczny model, w którym zdolność logistyki 4.0 pełni rolę pośredniczącą w relacji między marketingiem e-commerce a wynikami przedsiębiorstwa. Nasze hipotezy testowane są przy użyciu danych z ankiety, uzyskanych od 553 respondentów pracujących w sektorach logistyki, tekstyliów, sprzętu AGD i elektroniki. Dane analizowane są za pomocą modelowania równań strukturalnych. Wyniki empiryczne pokazują, że marketing e-commerce pozytywnie wpływa na wyniki przedsiębiorstwa, a logistyka 4.0 pełni rolę pośredniczącą w tej relacji. Potencjał logistyki 4.0 poprawia wyniki przedsiębiorstwa poprzez poprawę terminowości dostaw i zwiększenie efektywności procesów łańcucha dostaw. Nasze wyniki podkreślają znaczenie inwestowania w zpotencjał logistyki 4.0, w tym zasoby talentów, praktyki zarządzania i uwarunkowania techniczne, aby zwiększyć korzyści, jakie przedsiębiorstwo czerpie z marketingu e-commerce. Potencjał logistyki 4.0 wzmacnia wpływ marketingu e-commerce na wyniki przedsiębiorstwa poprzez zwiększenie terminowości dostaw, efektywności, elastyczności, jakości i reaktywności wobec klientów oraz poprawę zdolności budowania elastyczności przedsiębiorstwa. Niniejsze badanie wnosi wkład do literatury w obszarze wyników przedsiębiorstwa, identyfikując rolę pośredniczącą, jaką odgrywa logistyka 4.0 w relacji między marketingiem e-commerce a wynikami.

Słowa kluczowe

logistics 4.0 capability e-commerce marketing capability firm performance dynamic capability

potencjał logistyki 4.0 potencjał marketingu e-commerce wyniki przedsiębiorstwa dynamiczne zdolności

Wydawca

Czestochowa University of Technology

Czasopismo

Polish Journal of Management Studies

Rocznik

2024

Tom

Vol. 29, No. 2

Strony

433--452

Opis fizyczny

Bibliogr. 82 poz., rys., tab.

Twórcy

autor

Yanginlar Gözde

gyanginlar@ticaret.edu.tr

Associated Professor, İstanbul Ticaret University, Faculty of Business, Department of Logistics Management, Istanbul, Turkey.

https://orcid.org/0000-0002-3814-2982

autor

Civelek Mustafa Emre

mustafa.civelek@antalya.edu.tr

Associated Professor, Antalya Bilim University, Faculty of Economics, Administrative and Social Sciences, Antalya, Turkey.

https://orcid.org/0000-0002-2847-5126

autor

Bahçeci Ihsan

ihsanbahceci18@gmail.com

Olgun Medikal, Sales and Marketing Department, Istanbul, Turkey.

https://orcid.org/0000-0003-4473-2513

autor

Obrecht Matevž

Email: matevz.obrecht@um.si

Associated Professor, University of Maribor Faculty of Logistics, Celje, Slovenia. Email: matevz.obrecht@um.si

https://orcid.org/0000-0001-8301-7382

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2024).

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