The Effects of Agile Marketing Capabilities on Drone Technology Adoption among Courier Service Companies in Malaysia

Drone technology has emerged as a transformative solution for addressing last-mile delivery challenges within the rapidly evolving logistics landscape. In Malaysia, the adoption of drone technology for delivery services remains in its early stages. Despite its potential benefits, concerns remain regarding cost implications and practicality. Addressing these challenges, this study aims to examine the influence of agile marketing capabilities dimensions on drone technology adoption among Malaysian courier service companies. To provide a robust theoretical foundation, the study integrates the Dynamic Capability (DC) theory and Diffusion of Innovation (DOI) theory into a unified framework. Using a simple random sampling technique, data were collected from 244 courier service companies operating in Wilayah Persekutuan Kuala Lumpur and Selangor, two states recognized for their well-developed courier infrastructure. The proposed relationships were analyzed using regression analysis. The findings highlight customer-oriented responsiveness, high flexibility and absorptive capacity capabilities significantly influence drone technology adoption among Malaysian courier service companies. However, human collaboration was found to have no significant impact on adoption. This study contributes to the existing body of knowledge by identifying critical dimensions of agile marketing capabilities that drive drone technology adoption in the courier service industry. The insights gained provide practical implications for courier service companies seeking to enhance their capabilities and integrate emerging technologies in this rapidly evolving sector. Future research should explore the impact of external factors, such as regulations and public perception, as well as technological advancements on adoption rates and operational outcomes to provide a more nuanced understanding of the variables shaping the long-term integration of drone technology in the logistics industry.