Re-Evaluation of Logistics Strategy During COVID-19 Pandemic Environment: Reduced Customer Service Commitment

Abstract

The Bowersox and Daugherty's (1987) typology has been tested in international markets, providing valuable insights into its relevance. However, the literature has yet to examine its effectiveness in business environments affected by pandemics. The purpose of this study is to empirically assess the resilience of the logistics strategy framework in an emerging market during the COVID-19 pandemic. To measure the three dimensions of the overall logistics strategy, as well as mediator variables such as logistics integration and customer service commitment, we collected 326 responses from logistics managers in Turkey. Using a structural equation model (SEM), we found that the three dimensions of the overall logistics strategy remained robust during the pandemic, thus supporting the durability of the Bowersox and Daugherty's (1987) framework. However, the customer service commitment was found to have a statistically insignificant role in mitigating the overall logistics strategy and the firm's competitive responsiveness.