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

1
College of Business Administration, Kookmin University, 77 Jeongneung-ro, Seongbuk-gu, Seoul 02707, Korea
2
School of Business Administration, College of Business and Economics, Chung-Ang University, 84 Heukseok-ro, Dongjak-gu, Seoul 06974, Korea
3
College of Business, Washington State University, Pullman, WA 99164, USA
*
Author to whom correspondence should be addressed.
Sustainability 2019, 11(20), 5626; https://doi.org/10.3390/su11205626
Received: 28 August 2019 / Revised: 25 September 2019 / Accepted: 10 October 2019 / Published: 12 October 2019
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.
Keywords: online shopping mall; logistics service; purchase intention; customer satisfaction online shopping mall; logistics service; purchase intention; customer satisfaction
MDPI and ACS Style

Choi, D.; Chung, C.Y.; Young, J. Sustainable Online Shopping Logistics for Customer Satisfaction and Repeat Purchasing Behavior: Evidence from China. Sustainability 2019, 11, 5626.

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