An empirical study on logistic service quality, customer satisfaction, and cross-border repurchase intention

Area of Science:

• Business and Economics
• Information Systems

Background:

• Logistics service quality (LSQ) is vital for domestic e-retailers.
• Cross-border e-commerce (CBEC) growth necessitates re-evaluating LSQ's impact on repurchase intention.
• Existing models require adaptation for the unique CBEC context.

Purpose of the Study:

• To investigate the impact of LSQ on repurchase intention in CBEC.
• To examine the mediating role of customer satisfaction in the LSQ-repurchase intention relationship.
• To integrate the technology acceptance model for CBEC analysis.

Main Methods:

• Survey data from 466 Chinese consumers in CBEC.
• Partial least squares structural equation modeling (PLS-SEM).
• Analysis of the LSQ-satisfaction-repurchase intention chain.

Main Results:

• Delivery service quality, return logistics, and shopping experience positively affect customer satisfaction.
• Price fairness, cross-border shopping experience, and satisfaction positively influence repurchase intention.
• Customer satisfaction mediates the relationship between LSQ, price fairness, experience, and repurchase intention.

Conclusions:

• LSQ dimensions have a nuanced impact on satisfaction and repurchase intention in CBEC.
• Customer satisfaction is a critical mediator in the CBEC context.
• Findings offer insights for enhancing LSQ strategies in cross-border online retail.