A STUDY ON THE IMPACT OF CROSS-BORDER E-COMMERCE CONSUMERS' PERCEPTION OF LOGISTICS SERVICE FAIRNESS ON THEIR SATISFACTION AND WORD-OF-MOUTH COMMUNICATION BEHAVIOR

This study explores the impact of fairness in cross-border e-commerce logistics services on Thai consumers' satisfaction and positive word-of-mouth communication. Based on the service fairness theory, the logistics service fairness is divided into three dimensions: distributive fairness, procedural fairness, and interactive fairness. Through a questionnaire survey of 507 Thai cross-border e-commerce consumers, the following conclusions were drawn using the multivariate regression analysis method: 1) All three fairness dimensions have a significant positive impact on consumer satisfaction and positive word-of-mouth communication; 2) Interactional fairness has the strongest impact, followed by procedural fairness with distributive fairness having the weakest impact; 3) The three dimensions jointly explain 42.3% of the variance in consumer satisfaction and 38.9% of the variance in positive word-of-mouth communication. The study expands the application of service fairness theory in the field of cross-border e-commerce logistics and verifies its applicability in cross-cultural contexts. The research results provide practical guidance for cross-border e-commerce companies to optimize logistics service strategies, improve Thai consumer satisfaction, and promote positive word-of-mouth communication.