Yong-Hui Li

Bio: Yong-Hui Li is an academic researcher from National Pingtung University. The author has contributed to research in topics: Supply chain & Context (language use). The author has an hindex of 1, co-authored 1 publications receiving 34 citations.

The impact of green entrepreneurial orientation, market orientation and green supply chain management practices on sustainable firm performance

Abstract: This study attempts to examine the impact of green entrepreneurial orientation (GEO) and market orientation (MO) on the implementation of green supply chain management (GSCM) practices and subseque...

Moderating the Role of Firm Size in Sustainable Performance Improvement through Sustainable Supply Chain Management

Abstract: In the context of the Chinese government’s strategy for sustainable development, the study of sustainable supply chain management (SSCM) for enterprises has important practical significance. Drawing data from 172 Chinese firms, the model studied the moderating role of firm size on the SSCM practices and the sustainable performance of the firms (economic, environmental, and social), using hierarchical regression analysis on SPSS 22.0. The results suggest that SSCM practices and firm size are positively related to the firm’s environmental and social performance. Firm size moderates the effect of SSCM practices on economic performance. Additionally, SSCM internal practices have a significant positive impact on the economic performance of large enterprises, but not so much on the economic performance of the Small and medium enterprises(SMEs). This paper proposes a comprehensive SSCM practice performance model that identifies firm size as a moderating role. Through research on the moderating effect of firm size, the implementation and recommendation of SSCM for different firm size are given.

Go for green: green innovation through green dynamic capabilities: accessing the mediating role of green practices and green value co-creation.

Abstract: Increasing business organizations are also damaging the natural infrastructure, and researchers are pressing hard on this issue since several decades. Moreover, the studies relating to business organizations only focus on the establishment, development, and success of businesses and paid less attention to the dark trade business expansions, i.e., lack of green innovation and increase in pollution and environment damages. Keeping in view these issues, this study is aimed at investigating the effect of green dynamic capabilities, green practices, and green value co-creation on green innovation in SMEs (small and medium enterprises). This study also tested the mediating role of value co-creation in the links between green practices-green innovation and green dynamic capability-green innovation. Structural equation modeling (SEM) was used, and the mediation analysis was conducted through Preacher and Hayes Approach (2004, 2008) and through Soble test. Empirical results proved that green dynamic capabilities, green practices, and green value co-creation improve the mechanism of green innovation in SMEs.

Relational bonding strategies, customer satisfaction, and loyalty in the container shipping market

Abstract: In recent years, the business of container lines has faced severe challenges such as overcapacity and low profitability. To survive in such a competitive market, container lines need to maintain long-term customer relationships by enhancing the satisfaction and loyalty of customers. The purpose of this paper is to adopt a social exchange theory (SET) approach and investigate the impact of relational bonding strategies on the satisfaction and loyalty of customers in container shipping.,Drawing on SET, a theoretical model that specifies the relationships between relational bonding strategies, customer satisfaction and loyalty was proposed. Survey data were collected from 175 freight forwarders. The obtained data were analyzed using structural equation modelling.,The results indicate that financial bonding strategies have the most significant direct effects on customer satisfaction, while social bonding strategies have the strongest direct impact on customer loyalty. Financial bonding strategies, on the other hand, have the strongest total effects on customer loyalty. Intermodal and basic operations are found to have the equal total effects on customer loyalty.,By identifying the most effective relational bonding strategies for enhancing customer satisfaction and loyalty, this study’s findings allow container lines to better allocate their resources and implement effective relational marketing policies to satisfy and retain their customers.,This research analyses and validates the determinants of customer satisfaction and loyalty from a relational lens and empirically contributes to the field of relational marketing in the container shipping industry.