Market Orientation, Logistical Synergistic Capabilities and Performance: Logistics Self-Supporting Firms Perspective

Abstract

How market orientation facilitates firm performance through mediator like capability is a key issue for firms and research scholars, especially under the situation of slow economic development and transform and upgrading. With the development of technology, economic globalization and electronic business, logistical capability becomes much more important for enterprises. Without the full development of Chinese industrialization and division and cooperation system, many large enterprises manage and control their logistics activities by self-supporting. In Logistics self-supporting background, based on the resource-based theory and synergy theory, this paper builds up the model of logistical synergistic capability and its mediating effect on the relationship between market orientation and business performance through in-depth interviews and questionnaire survey. The empirical results show that self-supporting logistics companies mainly consist of big or state-owned or private. Logistical synergistic capability is consisted of three dimensions including information synergy, managerial and operational synergy, objective and relational internal synergy. Customer orientation significantly and positively influence logistical synergistic capability, Logistical synergistic capability has significantly and positively influence on logistical service performance. Logistical service performance significantly and positively affects market performance. To conclude, logistical synergistic capability and logistical service performance are the important mediators of customer orientation affects market performance relationship. This indicates in order to improve performance through customer-oriented strategy a company needs to make an effort on logistical synergistic capability.