Market orientation, operational synergistic capability and performance: 3PLs user perspective

Abstract

This study concentrates on the relationships among market orientation, operational synergistic capability and performance from 3PL perspective. A sample of 201 companies in Guangdong province with experiences in 3PL services are identified for this study. The data analysis shows 5 of 7 hypotheses are supported. The results show that market orientation affects performance indirectly, operational synergistic capability is the key mediator that market orientation affects performance, which indicates the whole process of operational synergistic capability affects performance. Based on these findings, it is suggested that firms have to consider outsourcing non-core logistics functions to 3PLs for better logistics service performance and market performance. So, a conclusion is reached that the collaboration with 3PLs is one potential strategic action for firms in advancing the operations. © 2013 Springer-Verlag Berlin Heidelberg.