1. Research Goals and Method

￮ In this study, we aimed to develop a customer logistics service model that can practically support residents’ daily lives by embracing multiple factors, such as the rapidly aging population in Jeonbuk State and the region’s living environments and logistics landscape, which differ from those in the Seoul Metropolitan Area. 

￮ The proposed model was designed to customize logistics support systems to the varying needs of different target groups (e.g., the elderly, rural and fishing village residents, small business owners, and industrial complexes), thus addressing logistics gaps in the region and promoting better living conditions. 

￮ To overcome the limitations of existing private sector-driven logistics services, we went beyond the pursuit of mere logistics efficiency and focused on expanding customer logistics into a new public service policy through synergistic integrations with regional policies covering welfare, health, economic, and industrial fields, among others. 

￮ We then developed a sustainable region-specific customer logistics policy model that seamlessly combines public interest with the private sector’s execution capabilities and created comprehensive implementation roadmaps for digitization, operational organization, profit structure development, and collaboration. 

￮ Using leveraged literature reviews, policy case analyses, and user type surveys, we systematically assess region-specific demands for customer logistics services and each region’s eligibility and readiness for accommodating the model. 

￮ From this analysis, nine strategic tasks were derived, based on which we examined common basic elements and type-specific differentiation, designing three-stage action plans and public–private governance systems.

2. Conclusions and Policy Recommendations

￮ We propose that Jeonbuk-specific customer logistics services be incorporated into a regionally customized logistics model that employs digitization and shared infrastructure while balancing public interest and private autonomy. 

￮ That is, the model must strike a balance between 1) expanding public support for regions and groups with limited logistics access and 2) taking advantage of the private sector’s execution capabilities and potential for sustainable operations This will facilitate the provision of various user-customized services through shared infrastructure such as digital-driven integrated platforms and joint logistics centers. 

￮ We also propose that an integrated platform-centered modular operating system, rather than a single service model, be developed and public–private execution systems be designed in parallel. 

￮ Model types must reflect the characteristics of each target group (i.e., public-led joint collection for logistics-vulnerable areas and groups, half price delivery for small business owners, and joint logistics for industrial complexes). 

￮ Each type must be managed in a centralized manner through a platform-driven modular structure, rather than being operated independently, and corresponding service-specific operating systems must be designed. 

￮ The ideal scenario would be the successful launch of a “mixed-profit model” that considers both public interest and profitability. This would ensure public interest by eliminating logistics blind spots, creating synergies with regional welfare systems, and reducing industrial logistics costs while securing sustainability by using a profit structure as an incentive to encourage private participation. ​

￮ Our analytical findings yielded the following policy recommendations regarding the commercialization of Jeonbuk-specific customer logistics services. 

1. A public–private collaboration taskforce and working groups—comprising diverse regional stakeholders such as local governments, research institutes, logistics companies, and cooperatives—should be established to involve them in the entire process from policy design to implementation. This taskforce would play an integral role in building a preemptive response system, including preparation for public offerings, demonstration planning, and coordination among cities and counties.

2. To build a solid foundation for public offering projects,a pilot project budget should be secured internally for constructing a digital integrated platform featuring comprehensive operational functions such as collection, delivery, settlement, and monitoring.

3. Pursuing the sustainability and regional expansion of customer logistics policies will require establishing and institutionalizing a decentralized city and county governance system, proactively adjusting roles to local needs and conditions, enacting ordinances, and developing master plans.

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