Investigating the effect of logistics strategies on the competitiveness of manufacturing companies with emphasis on the moderating role of customer service effectiveness

Unstable and complex environment, increasing competition, rapid changes and developments, technological advances, rapid exchanges and increasing development of communications have led organizations to seek a competitive advantage to differentiate. One of the important factors in differentiating between organizations is the concept of competitiveness. To this end, managers of organizations seek to identify and strengthen the factors affecting competitiveness. Therefore, the present study aims to increase the competitiveness of manufacturing companies, to assess the factors affecting competitiveness using logistics strategies. The present study is in the positivist paradigm with a hypothetical-deductive approach and is considered in terms of purpose, descriptive-survey and cross-sectional. The statistical population of the research includes senior managers, middle managers and support partners of the country's manufacturing companies. Research data were completed and analyzed electronically in the form of a questionnaire of Spilan et al., With 345 questionnaires. The results of structural equation analysis showed that logistics strategies (process, market and information) have a positive and significant effect on competitiveness. Among these strategies, information strategy, process strategy and market strategy had the most impact on competitiveness, respectively. The results also showed that customer service has a positive and significant effect on the impact of logistics strategies on competitiveness. This effect was the highest in the effectiveness of information strategy, market strategy and process strategy in competitiveness, respectively.