The Impact Of Customer Satisfaction On The Performance Of Online Firms And Third-Party Logistics:Consequences Of Online Shopping Experience

The online market has a lot of promise for growth,but it also has a lot of obstacles that need to be addressed by research in order to fully realize that potential.China has become the leader of the global digital economy,with 42%of global ecommerce transactions.Many foreigners have been drawn to and invested in such online markets as a result of the e-commerce boom.As the e-commerce business in China has grown,numerous logistics companies have sprung up to accommodate the delivery demands of customers who purchase goods online.Very few papers have studied the online firms,e-commerce and Customer satisfaction which consists of expats or foreigners.Most study uses Net promoter score(NPS)to determine the customer satisfaction.But in this paper we use various dimensions to examine the level of customer satisfaction and its impact on online firms and thirdparty logistics firms.This paper propose that the online firms and third-party logistic companies must use the dimensions and the elements of the customer online shopping experience as a checklist as this framework will guide them to see if they are fulfilling the basic necessities required to bring optimum customer online shopping experience.It will help such online firms to focus on specific dimensions of online customer shopping experience in order to generate Customer satisfaction which impacts online firms and third-party logistics firms.The study is based in China,and studies the expats living in China so this study has a Chinese setting which may or may not be appropriate to people who are Chinese Nationals or people from other countries.The current study aims to answer topics such as how the customer satisfaction impacts the performance of the online firms and third party logistics companies.What role does integrity play in the relationship between customer satisfaction arid online firms?It is the first study to look at the impact of customer satisfaction on other constructs like third-party logistics and online businesses.To answer the research questions and achieve the objectives of the study,the current study employed a convenience sampling technique and collected data from 809 expats in China,who have bought goods(more than 5 times)from the Taobao e-commerce platform.We used a 5-point Likert scale for this study since the person answering the question should be able to understand which option to select for his or her response.The ability to provide a good online shopping experience has recently emerged as a key component of long-term competitive advantage.The current study has addressed this fundamental issue by assessing the literature and finding the essential antecedents of customer online shopping experience.And for the smooth analysis of the research,two pilot tests were conducted to assess the respondents’overall knowledge as well as the instrument’s face and content validity.The study employed the structural equation modeling(SEM)technique through SPSS v.26.This study is quantitative and has used cross-sectional data to test the hypothesis empirically.We checked the normality of data with Skewness and Kurtosis was within the thresholds level.The findings reveal significant effects of moderating role of integrity in the relationship of customer satisfaction and third-party logistics and online firm performance.Furthermore,the moderating role of integrity has been found positive in the relationship between Customer satisfaction and Online firm performance whereas negative in the relationship between Customer Satisfaction and Third-party logistics.This research has been undertaken in order to assist online businesses and third-party logistics companies by providing them with a better understanding of customer satisfaction.It will also be beneficial to businesses involved in logistics management and customer satisfaction of expats.