The Mediating Role of Customer Satisfaction in the Effect of Logistics Service Quality in Electronic Commerce on Customer Loyalty

This study aimed to determine whether customer satisfaction plays a mediating role in the effect of logistics service quality on customer loyalty. Data were collected via an online survey from 385 individuals aged 18 and above who shop online. The data were analyzed using SPSS 25.0 software. Descriptive statistics were employed to identify participants’ demographic characteristics, preferred e-commerce platforms, types of products purchased, and their evaluations of the research variables. The reliability of the variables was assessed using Cronbach's alpha values. Correlation analysis was conducted to explore the relationships between the variables, and a normality test was used to assess data distribution. Hayes’ Process Macro Model 4 was used to examine the mediating role among variables. The analysis revealed that customer satisfaction has a mediating role in the effect of logistics service quality on customer loyalty, logistics service quality has an effect on both customer satisfaction and loyalty, and customer satisfaction has an effect on customer loyalty. The results obtained from this study expand the existing literature by examining the mediating role of customer satisfaction in the relationship between logistics service quality and customer loyalty in e-commerce, thereby making significant contributions to the literature.