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

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.

KEYWORDS:

• Customer satisfaction
• E-commerce
• logistics service dimensions
• confirmatory factor analysis (CFA)
• SmartPLS 3

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This paper was supported by the Ministry of Education, Science and Technological development of the Republic of Serbia, through the project TR 36006.

Notes on contributors

Nebojša Vasić

Nebojša Vasić is a Teaching Assistant at the Technical College of Applied Sciences Uroševac, the Republic of Serbia. The scope of his research is business logistics, and he is currently focused on logistics services and optimization of supply chains in the field of electronic commerce (e-commerce), as well as on the role and importance of logistics in the implementation of the omni-channel strategy.

Milorad Kilibarda

Milorad Kilibarda is a Professor at the Faculty of Transport and Traffic Engineering, University of Belgrade. His field of academic expertise is the business logistics and freight forwarding. His scientific and professional activities are specifically focused on: research of logistics services, market research, development of freight forwarding and logistics provider services, marketing in logistics, modeling and improvement of quality in logistics and determining and monitoring of key performance indicators in logistics. The author is of several books and more than 70 published scientific papers. He also participated in the realization of scientific studies and research projects in the field of logistics.

Milan Andrejić

Milan Andrejić is an Associate Professor at Department of Logistics at the Faculty of Transport and Traffic Engineering, University of Belgrade. His field of academic expertise is the business logistics and freight forwarding. His research interests lie in areas of logistics management, supply chain management, performances evaluation, business logistics, measuring and improving efficiency and effectiveness, freight forwarding, logistics quality, case study research, etc. The author is of one monograph and more than 40 scientific papers. He was a member of research team in realization of scientific studies and research projects in the field of logistics.

Srđan Jović

Srđan Jović, PhD, is proffesor at Univesity of Pristina, Faculty of Technical Sciences, Kosovska Mitrovica, Serbia. His research interests are mechanics, oscillation theory, dynamics, vibration and etc.