LOGISTICS SERVICE ORIENTATION: AN INTEGRATED STRATEGY TO BUILD LOGISTICS SERVICE COMPETENCY

While the importance of logistics service competency is widely acknowledged, more research is needed to investigate its antecedents. In this conceptual paper, we synthesize extant marketing and logistics/supply chain literature and propose a new concept – logistics service orientation, which consists of both logistics service’s internal and external market orientation. It is argued that a firm’s logistics service orientation has direct impacts on its logistics service performance. In addition, it is also proposed that this impact can be indirectly achieved through enhanced internal integration. This research contributes to existing knowledge by offering new insights on the development of logistics service competency.