Logistics Factors Influencing Customer Trust and Satisfaction: An Online Clothing Retailer’s Perspective
Keywords:
E-commerce, Logistics, Customer Trust, Customer Satisfaction, Online Clothing RetailersAbstract
The growth of e-commerce in Thailand's online clothing sector has transformed the market, with individual retailers emerging as key players. However, logistics service quality remains a major obstacle impacting customer trust and satisfaction, especially for sellers on platforms like Facebook, LINE, TikTok, Lazada, and Shopee. This study investigates the relationships among logistics service quality, delivery performance, price transparency, customer trust, and customer satisfaction. Utilizing a quantitative approach, data were collected from 420 active online clothing sellers and analyzed using Structural Equation Modeling (SEM). The results reveal that service quality, delivery performance, and price transparency all have significant positive effects on customer trust, with service quality exhibiting the strongest influence (β = .394). Furthermore, customer trust itself is a strong direct predictor of customer satisfaction (β = .589) and acts as a full mediator between the logistics factors and satisfaction. The model explains a substantial portion of the variance, accounting for 38.4% in customer trust and 34.7% in customer satisfaction. These findings underscore the critical importance of prioritizing trust-building through operational excellence and transparent communication to enhance customer satisfaction and foster long-term loyalty for online clothing retailers in Thailand.
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