Logistics collaboration decisions: not a fully rational choice

摘要

Most existing models in supply chain management literature proving the potential of vertical logistics collaboration rely on the assumptions of neoclassical or new institutional economic theory. These theories see individual decision makers as fully rational agents. Nevertheless, reviewing the decision-making-behavior literature makes clear that individual decision makers also derive utility from behavioral factors and display inertia in their choices. This paper takes up this issue and quantitatively measures the impact of behavioral factors and inertia on vertical logistics collaboration decision between shipper and logistics service provider. A stated preference experiment is used to reach our research objective. The results of the experiment show that the behavioral factors like trust, confidentiality and commitment significantly impact a logistics collaboration decision. Next to this, the stated preference confirms that shippers leave beneficial collaboration opportunities unexploited because of a certain level of inertia. It may be concluded that both aspects function as a threshold to intensify collaboration between shipper and logistics service provider.