Maritime container transportation efficiency through robotic process automation: a digital transformation perspective

Organizations increasingly use robotic process automation (RPA) as a transformative technology to improve operational efficiency and accuracy, by automating rule-based, repetitive tasks. Operating 24/7, RPA enables organizations to reduce processing time, minimize errors, and enhance workflow continuity across business functions. This study bridges theory and practice by applying established automation concepts to a real-world maritime logistics setting through a large-scale field implementation. We present an empirical case study from a major container shipping company, examining the deployment of RPA across three core operational processes: booking, invoicing, and inter-system transfers. The study follows a pre–post-field evaluation design over a one-month period, combining system log analysis with operational observations to assess efficiency, accuracy, and execution stability. Prior to implementation, a structured RPA program was conducted, including organization-wide training and a participatory process-identification phase, enabling the systematic selection and prioritization of automation candidates based on operational criticality, feasibility, and workforce input. The findings demonstrate that RPA delivers substantial reductions in cycle times, significantly lowers human error incidence, and maintains stable execution performance under continuous operation. Beyond operational gains, the study adopts a theoretical lens grounded in Diffusion of Innovations and Socio-Technical Systems theory to interpret organizational readiness, employee perceptions, and alignment between technology and work practices. The results show that RPA can be integrated as a core operational capability rather than a peripheral efficiency tool. Overall, the study provides a replicable, practice-oriented framework for maritime firms seeking to industrialize automation while maintaining organizational alignment and operational resilience. The findings highlight the role of RPA as a foundational enabler of maritime digital transformation and a practical stepping stone toward AI-assisted logistics workflows.