Interaction Between Marketing and Logistics in Transport Customer Service

Abstract

Increasing globalization of international trade and trans-nationalization of companies require free movement of resources and goods, which is not possible without transport. Here consistent coordination of the movement of materials and goods offering a solution to many problems becomes vital. In order to successfully develop their activities, businesses need to focus on customers, searching for new ways to create added value and to establish long-term relationships with them. The transport sector is no exception, as this is where both marketing and logistics interests intersect and must be coordinated successfully. The essential idea of marketing, which promotes the establishment of long-term relationships between a customer and an organization through the benefits of services provided to the consumer, goods sold and other marketing elements, has become increasingly popular among businesses. Competition is a distinctive feature of any activity where interests clash, but logistics and marketing have the greatest impact on competitiveness. However, in order to fully exploit efficiency of both logistics and marketing, analyzing these areas and their tools both separately and from the perspective of their points of interaction in transport companies is necessary. This article examines the opportunities offered by logistics and marketing integration, also presenting the results of a quantitative research (by questionnaire) in the transport sector.