Investigating the relationship between e-commerce and customer satisfaction through logistics services: analyzing and exploring factors affecting the reactions of Young consumers

Abstract

In the context of the increasing popularity of online shopping and the explosive growth of various E-commerce service platforms, customers and consumers are provided with diverse and convenient experiences, revealing their customer behaviors. Additionally, the rising prevalence of these services has attracted a large number of users and garnered both positive and negative reviews from different customers, especially among the young consumer segment. However, for these services to operate smoothly and ensure customer satisfaction, they depend on several essential factors, with logistic services being a crucial aspect in the E-commerce ecosystem. Therefore, this research aims to investigate the relationship between E-commerce platforms and customer psychology through logistic services, analyzing and uncovering the influencing factors on young consumer reactions.The results of the study indicate that there is a positive correlation between e-commerce and customer psychology facilitated by logistics services, in which customer satisfaction plays a crucial role as a predictor, significantly impacting the intention to repurchase. In addition, The study's findings also reveal that Assurance, Empathy and Transaction Convenience significantly influence satisfaction. However, contrary to prior expectations, the variables of Reliability do not significantly moderate the relationship between the specified independent variables and customer satisfaction. Hence, the study’s findings could assist businesses operating on e-commerce platforms in attracting young customers' interest and loyalty by focusing on enhancing service convenience, communication and ensuring their products are of exceptional quality as well as delivering trust and confidence effectively. These insights highlight a shift in customer preferences, particularly among younger consumers, who may be more willing to forgo traditional service aspects for a seamless and efficient shopping experience. Additionally, it also contributes academically relevant data to the existing global literature on e-commerce and logistics services. With a promising foundation in both domains, these services impact not only the young consumer group in Vietnam but also extend to businesses, aiding market analysts in understanding customer perceptions and trends in the long run.