Predicting factors affecting the intention to use a 3PL during the COVID-19 pandemic: A machine learning ensemble approach

The COVID-19 pandemic had brought changes to individuals, especially in consumer behavior. As the government of different countries has been implementing safety protocols to mitigate the spread of the virus, people became apprehensive about traveling and going out. This paved way for the emergence of third-party logistics (3PL). Statistics have proven the rapid escalation regarding the use of 3PL in various countries. This study utilized Artificial Neural Network and Random Forest Classifier to validate and justify the factors that affect consumer intention in selecting a 3PL service provider during the COVID-19 pandemic integrating the Service Quality Dimensions and Pro-Environmental Theory of Planned Behavior. The findings of this study revealed that attitude is the most significant factor that affects the consumers' behavioral intention. Other factors such as customer satisfaction, customer perceived value, perceived environmental concern, assurance, responsiveness, empathy, reliability, tangibility, perceived behavioral control, subjective norm, and perceived authority support, are all contributing factors that affect behavioral intention. Machine learning algorithms, specifically ANN and RFC, resulted to be reliable in predicting factors as they obtained accuracy rates of 98.56% and 93%. Results presented that consumers’ attitude, satisfaction, perceived value, assurance by the 3PL, and perceived environmental concerns were highly influential in choosing a 3PL package carrier. It was seen that people would be encouraged to use 3PL service providers if they demonstrate availability and environmental concerns in catering to the customers' needs. Subsequently, 3PL providers must assure safety and convenience before, during, and after providing the service to ensure continuous patronage of consumers. This is considered to be the first study that utilized a machine learning ensemble to measure behavioral intention for the logistic sector. The framework, analysis tools, and findings of this study could be extended and applied among other behavioral intentions regarding transportation worldwide. Managerial insights among service providers are discussed.