Customer-Oriented Approach in the Logistics Management of an Enterprise

Abstract

The purpose of the article is to conduct a comprehensive study of the theoretical and applied foundations of implementing a customer-oriented approach in the management system of logistics activities of modern enterprises. The primary task is to develop a structural-logical model of logistics management based on the priority of customer experience and the use of digital technologies to ensure competitiveness in conditions of high market volatility. Methods. The methodological basis of the research is a systems approach to the analysis of business processes. The study employs methods of scientific abstraction and systematization to differentiate between traditional and customer-oriented logistics paradigms. Using the modeling method, the architecture of a customer-oriented logistics system was developed. Analytical and deductive methods were applied to form a system of key performance indicators (KPIs) and to develop a methodology for calculating the integrated index of customer orientation in logistics services. Results. During the research, key determinants of logistics transformation were identified, among which the leading place is occupied by the transition from a cost minimization strategy to a consumer value creation strategy. An author's model has been formed that integrates strategic data sources with operational logistics functions. It is proved that the introduction of artificial intelligence tools and predictive analytics allows for the implementation of a "proactive pull" model, which ensures high accuracy of demand forecasting and personalization of service. A classification of logistics innovations according to the level of their impact on end-consumer satisfaction has been developed. The necessity of implementing agile supply chains capable of adapting to individual requests without a significant increase in logistics costs is justified. A scientific and methodological approach to assessing the level of customer orientation is proposed, based on a combination of quantitative metrics and qualitative indicators of the customer's perception of the service. Conclusions. The author concludes that customer orientation is a fundamental condition for the survival of an enterprise in the sharing and digitalization economy. The practical significance of the results lies in the possibility of using the developed methodology to conduct an internal audit of logistics processes and identify "bottlenecks" in interaction with counterparties. Assessing the integrated indicator of customer orientation allows management to make informed decisions regarding investments in warehouse infrastructure, transport technologies, and software. Prospects for further research are related to the adaptation of the proposed model to the functioning conditions of enterprises in the post-crisis period and the integration of environmental responsibility principles into customer-oriented logistics strategies.