Sustainable Online Shopping Logistics for Customer Satisfaction and Repeat Purchasing Behavior: Evidence from China

Daeheon Choi · Chune Young Chung · Jason Young

131 citations0/0 files storedSustainability

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Urban and Freight Transport Logistics

Abstract

This study examines the impact of the quality of online shopping logistics services on customer satisfaction and in driving subsequent repeat purchasing behavior. Five hypotheses are established to represent the relationships between customer satisfaction and each factor of logistics services: quality of information, quality of order, quality of delivery, price of delivery, and customer service. The research includes surveys conducted over two months from 1 December, 2016, to 31 January, 2017, targeting mostly young Chinese customers with experience purchasing products online, thus representing e-commerce. A questionnaire was distributed to each subject in a sample of 150 Chinese customers with online shopping experience. The empirical analysis indicates that logistics service quality, and primarily the quality of delivery, has a statistically significant impact on customer satisfaction, which, in turn, has a statistically significant impact on repeat purchasing behavior. The results provide insight into the strategy behind China’s rapidly growing online shopping industry, which focuses on maintaining stability through long-term customer relationship management.

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References

2003E‐satisfaction and e‐loyalty: A contingency framework 2002Understanding Relationship Marketing Outcomes 2000Customer satisfaction with services: putting perceived value into the equation 1996Consumer Reactions to Electronic Shopping on the World Wide Web 2001Logistics Service Quality as a Segment-Customized Process 1998An empirical study on consumer acceptance of products in electronic markets: a transaction cost model 2002Online trust: a stakeholder perspective, concepts, implications, and future directions 2011Repurchase intention in B2C e-commerce—A relationship quality perspective

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