IMPACT OF SERVICE QUALITY AND CUSTOMER SATISFACTION ON THE E-COMMERCE LOGISTICS DISTRIBUTION: A PERSPECTIVE OF SERVICE USERS IN KUNMING, CHINA

Abstract

The purposes of this research were (1) to study the importance of service quality and customer satisfaction from the perspective of service users in Kunming. (2) to study the importance of e-commerce logistics distribution from the perspective of service users in Kunming, and (3) to study the impact of service quality and customer satisfaction on the e-commerce logistics distribution: A perspective of service users in Kunming, China. The sample group is 400 people was consumers who had used the services of e-commerce logistics distribution in Kunming. The research tool was an online questionnaire. Data were analyzed using descriptive statistics to find percentage, mean, standard deviation, and Inferential statistics with Multiple Regression Analysis by the Enter section technique.

The results found that ten factors were deemed highly important. There are 2 factors which will prioritize each factor: 1) Service quality (ordering discrepancy handling; x̄=4.49, order condition; x̄=4.48, timeline; x̄=4.45, lastly, operational information sharing; x̄=4.41), and 2) customer satisfaction (reliability; x̄=4.54, price fairness; x̄=4.50, feedback or improvement; x̄=4.44, product/service quality; x̄=4.42, timely; x̄=4.32, lastly, emotional connection; x̄=4.26)

According to the results of multiple regression analysis findings, the feedback or improvement had a regression coefficient toward the e-commerce logistics distribution (β=.221), which is the highest. Following, Timely had a regression coefficient toward the e-commerce logistics distribution (β=.218). The reliability had a regression coefficient toward the e-commerce logistics distribution (β=.153). The price fairness had a regression coefficient toward the e-commerce logistics distribution (β=.147). The timely had a regression coefficient toward the e-commerce logistics distribution (β=.121). The product/service quality had a regression coefficient toward the e-commerce logistics distribution (β=.089). Lastly, the operational information sharing had a regression coefficient toward the e-commerce logistics distribution (β=.067).

All the factors were found to be statistically significant at the 0.05 level. Accept that the service quality (order condition and ordering discrepancy handling, β=.024, β=-.032, and customer satisfaction (emotional connection) had a regression coefficient toward the e-commerce logistics distribution (β=.068), did not statistically significant at the 0.05 level.

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