The Model Causal Relationship of Logistics Service Quality Influencing Customer Satisfaction of Online Shopping e-commerce in Thailand
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Abstract
This research aimed to: 1) study the impact of logistics service quality on customer satisfaction in online shopping e-commerce in Thailand; and 2) develop a causal relationship model between logistics service quality and customer satisfaction in online shopping e-commerce in Thailand. 456 online shoppers were selected as the study samples by using a convenient sampling technique. The questionnaire was used for collecting data. Confirmatory factor analysis and structural equation modeling were analyzed in this study. The research framework consisted of five aspects of logistics service quality: 1) reliability quality; 2) responsiveness quality; 3) assurance quality; 4) empathy quality; and 5) timeliness quality of product delivery. The results of the confirmatory factor analysis revealed that the measurement model for logistics service quality that affected the customer’s satisfaction with online shopping that was developed by the researchers aligned with the empirical data. The goodness-of-fit indices (GFI) met the required criteria. The relationships proposed in the structural model between logistics service quality and customer satisfaction in online shopping were analyzed. The results showed that logistics service quality had a positive influence on customer satisfaction.
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