| Prior studies have demonstrated the positive effects of e-commerce servicequality on customer satisfaction and customer loyalty. However, none of themhas explicitly tested the moderating effects of logistics service quality on therelationship between e-commerce service quality and customer satisfaction andcustomer loyalty. The present study attempts to get findings about themoderating effects of logistics service quality on the relationship betweenmerchant service quality and customer satisfaction and customer loyalty aftercontrolling some related factors. So3pl service quality was introduced as amediator. Namely, the present paper tried to test the mediating role of3pl servicequality between the relation of e-commerce service quality and customersatisfaction and customer loyalty.A structured questionnaire was employed as the research instrument for thisstudy. All multi-item scales were measured on a Likert scale (1=―stronglydisagree,‖5=―strongly agree‖) and all materials were presented in Chinese; thescales were translated into Chinese from English. The valid sample consisted of121customers under the B2C background and144customers under the C2Cbackground. SPSS17.0and AMOS5.0were used for testing five hypotheses.After regression analysis, the results showed that（:1） under the backgroundof both B2C and C2C e-commerce,on the one hand, there was a positive effect ofe-commerce service quality on customer satisfaction and customer loyalty; on theanother hand, customer satisfaction partly mediated the relation betweenmerchant service quality and customer loyalty;（2）under the background of C2Ce-commerce,3pl service quality moderated the relation between e-service qualityand customer satisfaction;（3）under the background of B2C e-commerce,3plservice quality do not moderate the relation between e-commerce service qualityand customer satisfaction and customer loyalty.In the last part, the limitations and future research directions werediscussed. |
PDF Full Text Request