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

Author

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  • Daeheon Choi

    (College of Business Administration, Kookmin University, 77 Jeongneung-ro, Seongbuk-gu, Seoul 02707, Korea)

  • Chune Young Chung

    (School of Business Administration, College of Business and Economics, Chung-Ang University, 84 Heukseok-ro, Dongjak-gu, Seoul 06974, Korea)

  • Jason Young

    (College of Business, Washington State University, Pullman, WA 99164, USA)

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.

Suggested Citation

  • Daeheon Choi & Chune Young Chung & Jason Young, 2019. "Sustainable Online Shopping Logistics for Customer Satisfaction and Repeat Purchasing Behavior: Evidence from China," Sustainability, MDPI, vol. 11(20), pages 1-20, October.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:20:p:5626-:d:275834
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    2. Joanna Ejdys & Aleksandra Gulc, 2020. "Trust in Courier Services and Its Antecedents as a Determinant of Perceived Service Quality and Future Intention to Use Courier Service," Sustainability, MDPI, vol. 12(21), pages 1-18, October.
    3. Ut-Tha Veenarat, 2023. "Pioneering Eco-Cart: Carbon Reduction Solutions for Thai Online Shoppers," Management & Marketing, Sciendo, vol. 18(4), pages 515-536, December.
    4. Yang, Luming & Xu, Min & Xing, Lin, 2022. "Exploring the core factors of online purchase decisions by building an E-Commerce network evolution model," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. Jiling Li & Zekai Lin & Xiaheng Zhang, 2023. "The Study on the Effectiveness of Sustainable Customer Relationship Management: Evidence from the Online Shopping Industry," Sustainability, MDPI, vol. 15(7), pages 1-21, March.
    6. Vitor Anes & António Abreu & Ana Dias & João Calado, 2022. "A Reputational-Risk-Based Match Selection Framework for Collaborative Networks in the Logistics Sector," Sustainability, MDPI, vol. 14(7), pages 1-24, April.
    7. Nguyen, Phi Dung & Huynh, Cong Minh, 2023. "Sustainable E-commerce Logistics for Customer Satisfaction: Evidence from Vietnam," MPRA Paper 115976, University Library of Munich, Germany.
    8. Vladimir Valerevich Syropyatov, 2023. "Leveraging Customer Service Support to Enhance Brand Value and Corporate Performance: Evidence from the Fintech Industry ," GATR Journals jfbr217, Global Academy of Training and Research (GATR) Enterprise.
    9. Ganga Bhavani & Reena Agrawal & Suhan Mendon & Cristi Spulbar & Ramona Birau, 2021. "An Empirical Investigation into Alarming Signals Ignored by the U.S. Multi-Brand Retailer J. Crew Incorporation during COVID-19 Pandemic," JRFM, MDPI, vol. 14(11), pages 1-21, November.

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