The Mediating Role of Logistics 4.0 Capability on the Relationship Between E-Commerce Marketing and Firm Performance

POLISH JOURNAL OF MANAGEMENT STUDIES, cilt.29, sa.1 , ss.1-23, 2024 (Scopus)

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 capability enhances the impact of e-commerce

marketing 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.