GUIDELINES FOR MANAGING CONTRACT LOGISTICS BUSINESSES IN MARITIME FREIGHT TRANSPORTATION IN THE NEW NORMAL ERA

Abstract

Technological progress, globalisation, and evolving consumer preferences have posed considerable challenges to the maritime shipping sector. In response, the industry has increasingly prioritised enhancements in service quality and competitive capability to secure long-term sustainability within the broader business landscape. Given the diverse factors influencing the viability of maritime enterprises in the contemporary global trade environment, the present study seeks to investigate the fundamental elements of managerial strategies in the maritime shipping domain, particularly within the context of the post-pandemic ‘new normal’. A structural equation model was constructed based on the empirical findings of this investigation. The research adopted a mixed-methods design, incorporating both qualitative and quantitative techniques. In the qualitative phase, semi-structured interviews were undertaken with nine subject-matter experts, complemented by focus group discussions involving eleven additional specialists. For the quantitative component, survey data were collected from a sample of 500 senior professionals within the maritime shipping industry. These data were subsequently analysed using descriptive, inferential, and multivariate statistical methods. The findings revealed four principal dimensions of managerial strategy deemed essential for maritime enterprises in the current era. These are: (1) Strategic Alliances, which received the highest mean score (X̅ = 5.7), with collaboration with relevant private-sector stakeholders identified as the most influential factor; (2) Operational Procedures, with an average score of (X̅ = 4.48), where the regular conduct of financial assessments emerged as the key priority; (3) Organisational Capability, averaging (X̅ = 4.28), wherein emphasis was placed on the formation of high-performing teams; and (4) Maritime Insurance, which obtained a mean score of (X̅ = 4.18), highlighting the critical role of employing cargo insurance agents. Hypothesis testing results indicated that there was no statistically significant difference at the 0.05 level between organisations with fewer than ten years of operation and those exceeding ten years, whether in aggregate or across the individual strategic components. Furthermore, analysis of the structural equation model evidenced strong concordance with the observed data, as indicated by a Chi-Square Probability (CMIN-ρ) of 0.229, a Chi-Square/Degrees of Freedom ratio (CMIN/DF) of 1.066, a Goodness-of-Fit Index (GFI) of 0.958, and a Root Mean Square Error of Approximation (RMSEA) of 0.011.