APPLICATION OF DIGITAL TECHNOLOGIES FOR ENHANCING THE EFFICIENCY OF lOGISTICS SERVICE PROVIDER SERVICES

The rapid development of digital technologies is transforming logistics systems and creating new opportunities for improving the efficiency of logistics service providers. This study examines the practical application of digital technologies in enhancing logistics provider service performance within the context of the digital economy and Logistics 4.0. The research aims to identify the role of advanced digital solutions in optimizing logistics operations, improving customer service quality, and strengthening supply chain competitiveness. The study employs a mixed-method approach based on the analysis of scientific literature, international best practices, and contemporary trends in digital logistics. Comparative, systematic, and analytical methods are used to evaluate the impact of digital technologies on logistics service efficiency. Particular attention is given to the evolution of logistics provider models from 1PL to 5PL and their increasing reliance on digital integration, data-driven decision-making, and intelligent supply chain management. The findings reveal that digital technologies, including the Internet of Things (IoT), artificial intelligence, Big Data analytics, cloud computing, blockchain, digital platforms, automation systems, and customer relationship management (CRM) solutions, significantly improve logistics performance by enhancing operational visibility, reducing costs, increasing service reliability, and supporting real-time decision-making. The study also identifies six major groups of barriers affecting the digital transformation of logistics services: market, transportation, marketing, information, organizational, and financial-economic factors. Furthermore, the research demonstrates that the implementation of IoT and blockchain technologies contributes to greater transparency, security, efficiency, and coordination across supply chain networks. The study concludes that the successful digital transformation of logistics service providers requires the integration of advanced technologies with effective organizational strategies, qualified human resources, and customer-oriented management approaches. The practical recommendations presented in the paper may support logistics enterprises in improving operational efficiency and achieving sustainable competitive advantages in the evolving digital economy.