“High-Tech” and “High-Touch”: Complementary Effects of Logistics Service Quality Orientations on Consumer Satisfaction in Omni-Channel Retailing

Based on the self-determination theory and social presence theory, this study examined how high-tech and high-touch orientations in logistics service quality (LSQ) influence consumer satisfaction in omni-channel retailing. LSQ was modelled as two second-order constructs: high-tech orientation (timeliness, physical facilities, and ease of return) and high-touch orientation (employees’ knowledge, flexibility, and responsiveness to delivery discrepancies). Survey data from 455 consumers were analyzed using structural equation modelling. Both orientations significantly improved satisfaction, with high-tech orientation showing a slightly stronger effect, reflecting the digital literacy of the predominantly young sample. The findings extended self-determination theory and social presence theory by offering a dual-orientation perspective and practical guidance for balancing high-tech and high-touch in omni-channel logistics service design.