Satisfaction is a function of users of logistics services in e-commerce

Abstract

ABSTRACT Customer satisfaction in e-commerce directly depends on diverse dimensions of logistics services. In the market, there is a constant dilemma which logistics service dimensions affect customer satisfaction in e-commerce. The aim of the paper is to determine how certain dimensions of logistics services affect customer satisfaction in e-commerce. Thus, a methodological approach has been developed, as well as an original measuring instrument with eight dimensions: availability, delivery time, shipping costs, delivery reliability, product quality and condition, consumer complaints and return policy, information quality, and e-customers’ perception and satisfaction, with 31 items in total. The model is based on Confirmatory Factor Analysis (CFA) and Partial Least Squares method (PLS) and has been applied on the market of Serbia. A web survey was conducted on a sample of 425 respondents, i.e. final consumers who have used e-commerce services significantly in recent years. The obtained results clearly indicate that the satisfaction of e-commerce consumers directly depends on the observed dimensions of logistics service. The developed procedure and measuring instrument represent a concrete scientific contribution to better understanding of the dimensions of logistics service and customer satisfaction in e-commerce. The measuring instrument can be used to increase the satisfaction of e-commerce clients.