O EFEITO DO BIG DATA ANALYTICS NA RELAÇÃO ENTRE GESTÃO ESTRATÉGICA DA LOGÍSTICA EM SERVIÇOS E DESEM´PENHO OPERACIONAL

Dirceu Gonçalves Cesar; Roberto Giro Moori

doi:10.13037/gr.vol37n112.6348

Authors

Dirceu Gonçalves Cesar Universidade Presbiteriana Mackenzie http://orcid.org/0000-0001-5191-2753
Roberto Giro Moori UNIVERSIDADE PRESBITERIANA MACKENZIE http://orcid.org/0000-0001-5690-746X

DOI:

https://doi.org/10.13037/gr.vol37n112.6348

Keywords:

big data analytics, strategic logistics management, logistic operational performance

Abstract

This paper, of exploratory nature of quantitative type, analyzed customer satisfaction in e-commerce, in particular attention on the mediating effect of the use of the Big Data Analytics in the relationship between strategic management of service logistics and operational performance. Ninety-eight questionnaires were obtained from logistics managers of e-commerce companies. The data treated by structural equation modeling, Partial Least Square, Path Modeling (PLS-PM) technique, at statistical significance level (α ≤ 0.05), revealed that the Big Data Analytics partially mediated the relationship between strategic service logistics management and logistics operational performance, in turn, positively influenced customer satisfaction. This result presented implications for the theory and management practices.
Keywords: big data analytics; strategic logistics management; logistic operational performance.

Downloads

Download data is not yet available.

Author Biographies

Dirceu Gonçalves Cesar, Universidade Presbiteriana Mackenzie

Administrador de empresas.

Mestre em administração pelo PPGA-Stricto senso da Universidade Presbiteriana Mackenzie.

Àrea de interesse de pesquisa: Logistica, cadeias de suprimentos, ecommerce.

Roberto Giro Moori, UNIVERSIDADE PRESBITERIANA MACKENZIE

Doutor em Engenharia de Produção pela Universidade de São Paulo. Professor do Programa de Pós Graduação “Strictu Sensu” de Administração de Empresas da Universidade Presbiteriana Mackenzie. Suas áreas de interesse em pesquisa são gestão da logística e da cadeia de suprimentos e redes de relacionamentos de negócios.

References

ARORA, N.; DREZE, X.; GHOSE, A.; HESS, J. D.; IYENGAR, R.; JING, B.; JOSHI, Y.; KUMAR, V.; LURIE, N.; NESLIN, S.; SAJEESH, S.; SU, M.; SYAM, N.; THOMAS, J.; ZHANG, Z. J. Putting one-to-one marketing to work: personalization, customization and choice. USA, Marketing Letters. v. 19, n. 3-4, p. 305-321. 2008. DOI: https://doi.org/10.1007/s11002-008-9056-z

BALLOU, R. H. Gerenciamento da cadeia de suprimentos: planejamento, organização e logística empresarial. 4. ed., Porto Alegre: Bookman, 2006, 616p.

BOWERSOX, D. J.; CLOSS, D. J.; COOPER, M. B.; BOWERSOX, J. C. Gestão logística da cadeia de suprimentos. 4. ed. Porto Alegre: AMGH, 2014. 455p.BRAGANÇA. E. O que é Omnichannel e como aplicar ao e-commerce. Disponível em: https://blog.freterapido.com/o-que-e-omnichannel-e-como-aplicar-ao-e-commerce/?gclid=CjwKCAjw1_PqBRBIEiwA71rmtZyND7Zff2lo0ub7vuML_zF-o9OxJ7eA0Mk8pPgE1RrRiqvcLAfcaRoCg0IQAvD_BwE. Acesso em: 26 ago 2019.

CSCMP – Council of Supply Chain Management Professionals. 2019. Disponível em: https://cscmp.org/CSCMP/Educate/SCM_Definitions_and_Glossary_of_Terms.aspx. Acesso em 10 de set de 2021.

CHEN, D. Q.; PRESTON, D. S.; SWINK, M. How the use of big data analytics affects value creation in supply chain management. USA, Journal of management information systems. v. 32, n. 4, p. 4-39. 2015. DOI: https://doi.org/10.1080/07421222.2015.1138364

COHEN, J. Statistical power analysis for the behavioral sciences. 2th edition. New York: Psychology Press, 1988.

CHRISTOPHER, M. Logística e gerenciamento da cadeia de suprimentos: estratégias para a redução de custos e melhoria dos serviços. São Paulo: Pioneira, 1997. 240p.

DAUGHERTY, P. J.; BOLUMOLE, Y.; GRAWE, S. J. The new age of customer impatience. USA, International Journal of Psysical Distribution & Logistics Management. v. 49, n. 1, p. 4-32, 2019. DOI: https://doi.org/10.1108/IJPDLM-03-2018-0143

DILLMAN, D. A. Mail and internet surveys: the tailored design method. 2a. edition. USA: John Wiley & Sons, INC., 2000, 464p.

FAWCETT, S. E.; WALLIN, C.; ALLRED, C.; FAWCETT, A. M.; MAGNAN, G. M. Information technology as na enabler of supply chain collaboration: a dynamic-capabilities perspective. USA, Journal of supply chain management. v. 47, n. 1, p. 38-59. 2011. DOI: https://doi.org/10.1111/j.1745-493X.2010.03213.x

FORNELL, C.; LARCKER, D. F. Evaluating structural equation models with unobservable variables and measurement error. USA, Journal of Marketing Research. v. 18, n. 1, p. 39-50. 1981. DOI: https://doi.org/10.1177/002224378101800104

FRAZZON, E. M.; TABOADA, C. M.; PEREIRA, M. M.; PIRES, M. C.; UHLMANN, I. Towards supply chain management 4.0. Towards supply chain management 4.0. Rio de Janeiro, Brazilian Journal of Operations & Production Management, v. 16, n. 2, p. 180-191, 2019. DOI: https://doi.org/10.14488/BJOPM.2019.v16.n2.a2 DOI: https://doi.org/10.14488/BJOPM.2019.v16.n2.a2

GALBRAITH, J. R. Organization design: an information processing view, European Institute of Advanced Studies. Interfaces. v. 4, n. 3, May 1974. DOI: https://doi.org/10.1287/inte.4.3.28

GUEDES, F. Primeiras reflexões sobre Omnichannel. 2015. Disponível em: https://www.ilos.com.br/web/primeiras-reflexoes-sobre-omni-channel/-16/11/2015/em Blog /. Acesso em: 27 ago 2019.

GUY, S. Os desafios logísticos e operacionais do varejo omnichannel. 2015. Disponível em: https://www.ecommercebrasil.com.br/artigos/os-desafios-logisticos-e-operacionais-do-varejo-omnichannel/. Acesso em: 20 ago. 2019.

HADDUD, A.; DeSOUZA, A.; KHARE, A.; LEE, H. Examining potential benefits and challenges associated with the internet of things integration in supply chains. USA, Journal of Manufacturing Technology Management, v. 28, n. 8, p. 1055-1085, 2017. DOI: https://doi.org/10.1108/JMTM-05-2017-0094

HAIR, J. F.; HULT, G. T.; RINGLE, C. M.; SARSTEDT, M. A primer on partial least squares structural equation modeling (PLS-SEM). Los Angeles: Sage Publications. 2014.

HOFMANN, E. Big data and supply chain decisions: the impacto f volume, variety and velocity properties on the bullwhip effect. USA, International Journal of Production Research. v. 55, n. 17, p. 5108-5126. http://dx.doi.org/10.1080/00207543.2015.1061222. 2015. DOI: https://doi.org/10.1080/00207543.2015.1061222

HU, M.; HUANG, F.; HOU, H.; CHEN, Y.; BULYSHEVA, L. Customized logistics service and online shoppers’ satisfaction: na empirical study. USA, Internet Research, v. 26, n. 2, p. 484-497, 2016. DOI: https://doi.org/10.1108/IntR-11-2014-0295

ITTMANN, H. W. The impact of big data and business analytics on supply chain management. USA, Journal of Transport and Supply Chain Management. v. 9, n. 1, p. 1-9, 2015. DOI: https://doi.org/10.4102/jtscm.v9i1.165

LALONDE, B. J.; ZINZER, P. H. Customer services: meaning and measurement. Chicago: National Council of Physical Distribution Management, 1976.

LIM, S. F. W. T.; SRAI, J. S. Examining the anatomy of last-mile distribution in ecommerce omnichannel retailing. A supply network configuration approach. USA, International Journal of Operations & Production Management. v. 38, n. 9, p. 1735-1764, 2018. DOI https://doi.org/10.1108/IJOPM-12-2016-0733. DOI: https://doi.org/10.1108/IJOPM-12-2016-0733

LOVELOCK, C. H. Classifying services to gain strategic marketing insights. USA, Journal of Marketing. v. 47, p. 9-20, 1983. DOI: https://doi.org/10.1177/002224298304700303

MEIDUTE-KAVALAUSKIENE, I.; ARANSKIS, A.; LITVINENKO, M. USA: Procedia – social and behavioral sciences. v. 110, p. 330-340. 2014. DOI: https://doi.org/10.1016/j.sbspro.2013.12.877

MENTZER, J. T.; DANIEL, J. F.; HULT, T. M. Logistics service quality as a segment-customized process. USA, Journal of marketing. v. 65, p. 82-104. 2001. DOI: https://doi.org/10.1509/jmkg.65.4.82.18390

MENTZER, J. T.; WILLIAMS, L. R. The role of logistics leverage in marketing strategy. USA, Journal of Marketing Channels. v. 8, Issue 3-4, 2001. DOI: https://doi.org/10.1300/J049v08n03_03

MIKALEF, O.; KROGSTIE, J.; PAPPAS, I. O.; PAVLOU, P. Exploring the relationship between big data analytics capability and competitive performance: the medating roles of dynamic and operational capabilities. USA: Informations & Management. 2019. DOI: https://doi.org/10.1016/j.im.2019.05.004

MILLER, L. Casas Bahia e Ponto Frio lançam sua versão dos Amazon Locker no Brasil. 2018. Disponível em: https://www.tecmundo.com.br/internet/126098-casas-bahia-ponto-frio-lancam-versao-amazon-locker-brasil.htm. Acesso em: 25 ago. 2019.

MOONEY, J. G.; GURBAXANI, V.; KRAEMER, K. L. A process oriented framework for assessing the business value of information technology. SIGMIS Database, v. 27, n. 2, p. 68-81. 1996. https://doi.org/10.1145/243350.243363. DOI: https://doi.org/10.1145/243350.243363

MULLER, S. D.; JENSEN, P. Big data in the Danish industry: application and value creation. Business process management journal. v. 23, n. 3, p. 645-670. 2017. DOI: https://doi.org/10.1108/BPMJ-01-2016-0017

NOVAES, A. G. Logística e gerenciamento da cadeia de distribuição: estratégia, operação e avaliação. 4. ed. Rio de Janeiro: Elsevier, 2015.

PARASURAMAN, A.; ZEITHAML, V. A.; BERRY, L. L. SERVQUAL: a multiple-item scale for measuring customer perceptions of service quality. USA, Journal of Retailing. v. 64, n. 1, p. 12-40. 1988.

PORTER, M. E. Competitive advantage. New York. The Free Press, 1985.

PORTER, M. E.; HEPPELMANN, J. E. How smart, connected products are transforming companies. USA: Harvard Business Review. October, 2015.

RAI, H. B.; VERLINDE, S.; MACHARIS, C.; SCHOUTTEED, P.; VANHAVERBEKE, L. Logistics outsourcing in omnichannel retail. USA, International Journal of Psysical Distribution & Logistics Management. v. 49, n. 3, p. 267-286, 2019. DOI: https://doi.org/10.1108/IJPDLM-02-2018-0092

SANDERS, N. R. How to use big data to drive your supply chain. USA: University of california, Berkeley. v. 58, n. 3. p. 26-48. 2016. DOI: https://doi.org/10.1525/cmr.2016.58.3.26

TENENHAUS, M.; VINZI, V. E.; CHATELIN, Y.; LAURO, C. PLS Path Modeling. Computational Statistics & Data Analysis, v.48, p.159-205, 2005. DOI: https://doi.org/10.1016/j.csda.2004.03.005

TUCKER, Francis G. Creative customer service management. USA, International Journal of Physical Distribution & Logistics Management. v. 24, n. 4, p. 32-40, 1994. DOI: https://doi.org/10.1108/09600039410757621

WAMBA; S. F.; GUNASEKARAN, A.; SHAHRIAR, A.; REN, S. J.; DUBEY, E.; CHILDE, S. Big data analytics and firm performance. USA, Journal of Business Research. v. 70, p. 356-365, 2016. DOI: https://doi.org/10.1016/j.jbusres.2016.08.009

WETZELS, M.; ODEKERKEN-SCHRÖDER, G.; OPPEN, C. V. Using PLS path modeling for assessing hierarchical construct models. USA, MIS Quarterly, v. 33, n. 1, p. 177-195. 2009. DOI: https://doi.org/10.2307/20650284

WHITTINGTON, R. O que é estratégia? São Paulo: International Thomson Editores, 2002. 179p.

WILLIAMSON, O. E. Transaction cost economics: the precursors. USA: Institute of Economic Affairs 2008. Published by Blackwell Publishing, Oxford. 2008. DOI: https://doi.org/10.1111/j.1468-0270.2008.00838.x