The Effects of Innovation and Market Orientation on Customer Service for Customs Clearance Firms in the International Logistics Processes: the Analyses of Direct, Indirect, Causal Effects and Moderating Effects between Variables

This study has two objectives. The first aim is to ascertain whether innovation and market orientation have direct, indirect, and causal effects on customer service. The second objective is to ascertain whether market orientation has a moderating effect on the relationship between innovation and customer service. This research follows three distinct methodologies. The first approach uses Cronbach’s alpha coefficient in order to check reliability while an exploratory factor analysis and a confirmatory factory analysis ascertain validity. The second method uses the analysis of structural equation models to test a causal link between variables. The third methodology uses a moderated regression analysis to verify the moderating effects. As our analysis results show, intelligence generation and intelligence dissemination have a moderating effect on the relationship between innovation and flexibility. These results can be interpreted as follows: firstly, customs clearance firms can provide superior service to customers if they strive to understand customer needs and provide them with flexible service at the same time. Secondly, these firms can enhance their flexibility of service in all departments though innovation and information sharing acquired from the market.