Document Type : Original Article
Authors
1
Arab Academy for Science, Technology & Maritime Transport, Alexandria
2
Professor of Marketing and Vice Dean of the College of Business for Community Service Affairs and Environmental Development - Alexandria University The Egyptian Arabic Republic
3
Assistant Professor, Department of Supply Chain Logistics Management, Arab Academy for Science, Technology and Maritime Transport The Egyptian Arabic Republic
Abstract
This study aimed to determine the nature of the relationships between fourth-party logistics service providers (4PL) with its dimensions (Logistics capability and flexibility, and Supply Chain Integration (SCI) with its dimensions (internal integration, integration with suppliers, integration with customers), and measuring the impact of digital marketing with its dimensions (Attract, Engage, Retain, Learn, Relate) on relationships between (4PL and SCI) An applied study on the pharmaceutical industry in Egypt. The study population consisted of companies that carry out pharmaceutical manufacturing operations in the Egyptian sector, The researchers reviewed previous studies with study variables that dealt with the relationships between dimensions in order to reveal the research gap and build a model The study and hypotheses achieved relationships, then building and developing survey questions to measure the study variables, and personal interviews were conducted with (10) of department managers in pharmaceutical companies, and the validity of the study hypotheses was tested statistically based on the field study data collected By the questionnaire that was distributed to 196 company, to the managers of sales and distribution departments, warehouses, purchases, production, logistical activities, and supply chain management, (158) forms were retrieved for each company that carries out pharmaceutical manufacturing operations operating in the Egyptian sector. In the analysis, the current study used the (SPSS) in preparing and processing the data of the exploratory study, then conducting the Structural Equation Modeling (SEM) for the study model using (Smart PLS) to test the validity of the study hypotheses. Among the results of the study is that there is a positive and significant relationship between the Logistics capability of (4PL) and both internal integration, integration with suppliers and integration with customers, and there is also a positive and significant relationship between the flexibility of (4PL) and internal integration and integration with customers, while there is no significant relationship between the flexibility of (4PL) and integration with suppliers, while the results of testing the validity of the hypotheses of the impact of digital marketing on the relationships between them revealed that there is a positive and significant effect of digital marketing dimensions on the relationship between the Logistics capability of (4PL) and internal integration and integration with Customers, and that there is no significant effect of the dimensions of digital marketing on the relationship between the Logistics capability of (4PL) and integration with suppliers.
Keywords
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