Investigating the impact of logistics practices on marketing performance of business enterprises: the mediating role of competitive strategy

This study examines the mediated influence of competitive strategy in the relationship between logistical practices and the marketing performance of business enterprises. To choose sample respondents, purposive, and simple random sampling approaches were employed. The useable and effective questionnaires for this study included 330 responses. The survey findings were examined with SPSS version 26.0 software as well as AMOS 24, a structural equation modelling application. The study found that procurement, manufacturing support, and distribution practices had a positive impact on marketing performance. Furthermore, competitive strategy acts as a statistically significant mediator between procurement practices, manufacturing support, distribution practices, and marketing performance. Even if the findings are encouraged, their effects remain limited. To compete successfully in business and improve marketing performance, companies must ensure efficient and effective raw materials, and implement quality control procedures to ensure consistent product quality and optimise distribution channels to effectively reach their target customers.