A QUALITATIVE STUDY ON ORCHESTRATOR ROLE OF THIRD PARTY LOGISTICS PROVIDERS

Öz

Third party logistics service providers 3PLs have an important role in logistics triad, and supply chain collaboration. However, there is a lack in marketing literature about their consideration as one of the natural parties of the supply chain. Indeed, related with their firm sizes, firm tenures and their service offerings in recent years, they have become to act as the orchestrators of the supply chain This study aims to prove the orchestrator role of 3PLs in Turkey by stating their standardization, visibility and neutral arbitration roles between suppliers and producers. In-dept interviews were conducted on eight logistics professionals consisting both practitioners and academics of logistics in order to create a scale to understand the changing role of 3PLs in Turkey. The results showed that the 3PLs in Turkey have reached to an improved role as the orchestrators of the supply chain.

Anahtar Kelimeler

• Orchestrator role of third party logistics service providers,logistics triad,service advantage,services marketing

A QUALITATIVE STUDY ON ORCHESTRATOR ROLE OF THIRD PARTY LOGISTICS PROVIDERS

Öz

Üçüncü parti lojistik hizmet sağlayıcıların 3PL , tedarikçi, üretici ve lojistik hizmet sağlayıcılardan oluşan üçlü lojistik ilişkisinde logistis triad önemli bir rolü bulunmaktadır. Ancak pazarlama yazınında üçüncü parti lojistik hizmet sağlayıcıların 3PL tedarik zincirinin doğal bir öğesi olduğu konusunun yadsındığı görülmektedir. Oysa ki, son yıllarda firma büyüklükleri, görev süreleri ve sundukları hizmetler göz önüne alındığında üçüncü parti lojistik hizmet sağlayıcıların daha gelişmiş bir role orchestrator role büründükleri gözlemlenmektedir.standardizasyonu, şeffaflığı ve nötr aracı kurum olma durumlarını tespit ederek gelişmiş bir rol orchestrator role edindiklerini göstermektir. Bu değişen rolü açıklamak amacıyla lojistik alanında sekiz profesyonelle derinlemesine mülakatlar yapılmıştır. Sonuçlar, Türkiye’de bulunan üçüncü parti lojistik hizmet sağlayıcıların 3PL , son yıllarda tedarik zincirinde gelişmiş bir role orchestrator role eriştiklerini göstermiştir

Anahtar Kelimeler

• üçüncü parti lojistik hizmet sağlayıcıların orkestrator rolü,tedarik zincirinde işbirliği,üçlü lojistik ilişki,hizmet avantajı ve hizmet pazarlaması

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