تاثیر یادگیری سازمانی در جهت رابطه، اثربخشی تدارکات تحت پوشش خدمات و عملکرد

The paper investigates the effects of organizational learning on inter-firm relationship orientation in the logistics service provider–client interaction. A conceptual model is developed and four research hypotheses are empirically examined using structural equation modelling. The data were collected via a survey of Hong Kong based logistics service providers. The results indicate that organisational learning has a positive influence on relationship orientation as well as on the improvement of logistics service effectiveness and firm performance. Theoretical, managerial and research implications are discussed.

The importance of relationship marketing is reflected in the numerous advantages that have been attributed to it by prominent scholars (e.g., Madhok & Tallman, 1998 and Morgan & Hunt, 1994). Inter-organisational relationships may also be beneficial in the context of supply chain management (SCM) that requires the integration of the business partners in the supply chain. This importance has been recognised and highlighted in distribution channel studies (e.g., Anderson & Weitz, 1992 and Lusch & Brown, 1996) and theoretically analysed in the context of supply chain management and performance (Stank, Goldsby, & Vickery, 1999). Despite this importance, certain authors have highlighted gaps in the literature, particularly in the empirical examination of inter-organisational relationships in channels and logistics (Frazier, 1999 and Siguaw et al., 2003). Specifically, little attention has been paid to the antecedents of relationship orientation and the potential performance consequences of relational exchange in supply chains (Prahinski & Benton, 2004). This paper seeks to examine the effect of intra-organisational learning in the orientation of a firm towards relationship development. The terms “organisational learning” and “intra-organisational learning” are used interchangeably in this paper. Organizational learning occurs within individual organizations but it is a function of the interaction among channel members (Lukas, Hult, & Ferrell, 1996). On this basis organizational learning can be conceptualized as a potential contributor to relationship development in the interaction between logistics service providers (LSPs) and their clients. Selnes and Sallis (2003) indicate that although the literature on organizational learning is unclear as to the consequences of intra-organizational learning capability, the common theme is that organizational learning affects the organization. Intra-organizational learning requires the identification of information needs, the acquisition of information externally and its internal dissemination (Day, 1994). Organizational learning has the ability to influence behaviour (Huber, 1991) and will enhance the capacity of understanding (Damanpour, 1991), cross-functional coordination (Aiken & Hage, 1971), creativity and, problem-solving (Senge, 1990a). On this basis this paper hypothesizes that the need for communication, interaction and information acquisition from clients in conjunction with the values instilled by intra-organisational learning (e.g., enhanced ability of understanding, cross-functional interaction, creativity, problem solving abilities) will influence behaviour and orientation towards the formation of relationships at the inter-organisational level in the supply chain context. A number of scholars have acknowledged the importance of examining organisational learning as an influence of behaviour change and performance improvement (Hult et al., 2002, Hult et al., 2000a, Hult et al., 2000b and Slater & Narver, 1995). Despite the acknowledgement in the marketing field that organisational learning is an important strategy for competitive advantage (Baker & Sinkula, 1999, Hult et al., 2000a and Hult et al., 2000b) few studies have been devoted to the empirical testing of the effects of organisational learning and certainly none in the testing of organisational learning as an antecedent to relationship orientation in supply chains. The recent trend towards the outsourcing of the logistics activities has given prominence to the concept of third party logistics service providers (LSPs). An LSP is defined as a provider of industrial logistics services that performs the logistics functions on behalf of their clients (Coyle, Bardi, & Langley, 1996). Despite the importance of LSPs, particularly in terms of the potential impact of this organisational adjustment to effectiveness and performance in supply chains, there have been few studies analysing the relationship between LSPs' strategies and performance (Lai, 2004). In an attempt to address the aforementioned gaps in the literature, the purpose of this research is to empirically assess the role of organisational learning as an antecedent to relational orientation in LSP–client relationships and the potential influence on logistics service effectiveness and firm performance. The paper also examines the effect of logistics service effectiveness on performance in supply chains. It is envisaged that attention to LSP–client relationships and the resulting performance implications will have significant practical and theoretical contributions. In the next section, the theoretical framework underpinning the conceptual inter-relationships is presented and four testable hypotheses are proposed. The research methodology is then presented, which includes sampling and measurement before analysing the data collected from a sample of Hong Kong based LSPs. Following this, a discussion of the results and implications for theory, practice and further research are highlighted.

This study responds to the call for research on supply chain issues in marketing (e.g., Stewart, 1999) and contributes to the recent literature relating to the development of specific marketing capabilities in industrial firms and their performance consequences (e.g., Celuch et al., 2002, Selnes & Sallis, 2003 and Wathne & Heide, 2004). The prominence of outsourcing the logistics functions and the significance of investigating supply chain relationships renders examination of antecedents and consequences of LSP–client relationships worthy of scholarly attention. The empirical analysis and results reported in this paper make contributions to the literature and to management practice. In terms of theoretical contributions, this research examined for the first time, the impact of certain key organisational competencies like organisational learning and relationship orientation, on logistics service effectiveness and firm performance in the LSP–client relationship. Positive relationships are reported, which suggests that supply chain improvements are as much an outcome of technical and operational measures as they are of managerial, organisational and inter-organisational capabilities. In addition, it is found that relationships in supply chains can be significantly affected by intra-organisational learning capabilities. The results support the importance of relational capabilities, and indicate the value of organisational learning in terms of improving logistics service effectiveness and consequently firm performance. The study paves the way for further research that would integrate organisational capabilities and operational factors in the context of analysing improvements in firm performance. Management of LSPs is also informed of the potentially beneficial effects of organisational learning and relationship orientation.