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Bridging logistics and payment to build trust in African E-Retail: The role of logistics service quality, payment drivers, and cultural influences

Author

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  • El Aissoug, Chaimaa
  • Kim, Thai Young
  • Wang, Xueqin

Abstract

E-commerce adoption in Africa is shaped by distinct logistical and payment challenges, requiring a nuanced understanding of logistics service quality (LSQ), payment drivers (PDs), and cultural influences. This study develops an integrative framework to examine how LSQ and PDs influence e-customer satisfaction, trust, and purchase intention within the African e-retail sector, using Morocco as a case study. Findings reveal that timeliness and shipping conditions significantly impact e-customer satisfaction, whereas product availability has a negligible effect, reflecting the persistence of traditional retail alternatives. Furthermore, ease of payment emerges as the strongest determinant of e-customer trust, surpassing payment security, and emphasizing the need for seamless payment experiences.

Suggested Citation

  • El Aissoug, Chaimaa & Kim, Thai Young & Wang, Xueqin, 2026. "Bridging logistics and payment to build trust in African E-Retail: The role of logistics service quality, payment drivers, and cultural influences," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925002504
    DOI: 10.1016/j.jretconser.2025.104471
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