Solution in enhancing customer firm logistics improvement through customer orientation in Ocean Trans Logistics Co., Ltd.

Abstract

This research explores how being customer-focused can improve logistics performance at Ocean Trans Logistics Co., Ltd., a third-party logistics provider in Vietnam. Grounded in Customer Value Theory (CVT) and the Resource-Based View (RBV), the study explores four key dimensions of customer orientation: service variety, information availability, timeliness, and continuous improvement. Using a quantitative approach with 110 valid survey responses and structural equation modeling (PLS-SEM), the study finds that timeliness (β = 0.630) and information availability (β = 0.505) are the most influential drivers of logistics improvement, while service variety and continuous improvement have negligible effects. The findings highlight key problems at Ocean Trans, such as frequent late deliveries comparing to promised timeframe, outdated tracking tools, and poor internal coordination, which significantly affect customer firm logistics performance. In response, the project proposes a clear action plan with set KPIs, budget estimates, and training programs. These include AI-assisted route optimization, urgent-delivery handling protocols, integrated real-time dashboards, and automated price and routing updates. This research adds to logistics knowledge by applying CVT and RBV in a developing economy context and offering a practical framework for aligning internal capabilities with external customer needs. It also offers actionable strategies for logistics firms targeting to improve service transparency, responsiveness, and customer trust in highly competitive markets. Though the study is limited to one company and uses self-reported data, the study lays the groundwork for broader research and real-world applications in customer-oriented logistics service development. Keywords: Customer orientation, customer-centric, timeliness, information availability, 3PL providers, logistics performance, Ocean Trans, Vietnam.