DIGITALIZED LOGISTICS INFRASTRUCTURE AND SERVICE MARKETING AGILITY IN THE GLOBAL SOUTH: A REGIONAL PERSPECTIVE

Abstract

This study investigated the relationship between digitalized logistics infrastructure and service marketing agility within the regional business ecosystem of South-South Nigeria. Operating within the broader context of the Global South, service organizations face volatile market dynamics, infrastructural deficits, and rapidly shifting consumer demands. A cross-sectional survey research design was implemented to obtain empirical data from 412 senior marketing executives, supply chain directors, and operations managers across healthcare delivery systems, hospitality networks, and maritime-linked service providers within the region. Data collection was carried out using a highly structured, closed-ended questionnaire operationalized on a 5-point Likert scale. Structural equation modeling (SEM) and multiple regression techniques were utilized to analyze the functional linkages between the variables. The main findings revealed that digitalized logistics infrastructure—specifically real-time tracking integration, cloud-based inventory frameworks, and automated facility coordination—exerts a powerful, statistically significant positive effect on service marketing agility (comprehending market responsiveness, speed of service configuration, and tactical flexibility). Furthermore, regional infrastructural quality was found to act as a significant moderator, meaning that firms with advanced internal digital logistics systems could insulate their marketing operations from external regional bottlenecks. It was concluded that marketing agility in emerging economies is structurally dependent on digitalized physical operational backbones. The study recommends that service sector administrators aggressively invest in cloud-integrated supply chain assets to secure sustainable competitive advantages.