The Mediating Role of Learning Orientation and Innovativeness in the Relationship Between Market Orientation and Operational Performance: Evidence from Logistics Businesses in Thailand

Abstract

Thailand’s accelerating economic growth has profoundly influenced its logistics business ecosystem, attracting increasing interest from both academics and industry professionals. This study investigates the mediating roles of learning orientation and innovativeness in the relationship between market orientation and operational performance, addressing theoretical gaps and offering practical insights for logistics enterprises. A conceptual framework was developed through a comprehensive literature review, and empirical data were collected using a multi-stage random sampling method from 630 entrepreneurs in small and medium-sized logistics enterprises across Thailand via self-administered questionnaires. Data analysis was conducted using Structural Equation Modeling (SEM). The findings reveal that market orientation has both a direct and indirect impact on operational performance, with learning orientation and innovativeness serving as significant mediators. The model accounts for 45.08% of the variance in operational performance and demonstrates a strong goodness-of-fit. These results underscore the importance of embedding learning and innovation capabilities within operational strategies. Merely adopting a market-oriented approach is insufficient for sustained performance; rather, logistics firms must cultivate a learning-driven and innovation-focused organizational culture. This study makes both theoretical and practical contributions, especially by elucidating the intervening mechanisms through which market orientation enhances performance within the logistics sector.