From Delivery to Delight: Examining the Impact of Logistics Service Quality on Customer Satisfaction in Social Commerce

Authors

  • Soma Amol Dhaigude Assistant Professor, MET Institute of PGDM, Bandra West, Mumbai
  • Bijuna C. Mohan National Institute of Technology Karnataka, Mangaluru, Karnataka, India

Keywords:

Logistics service quality, Friend to friend social commerce, Customer Experience, S-O-R model, Customer Satisfaction, Mediation analysis

Abstract

Friends-to-friend (Fr2Fr) social commerce (SC) has caught the interest of e-tailers and consumers in recent times. Fr2Fr SC offers the convenience of online shopping and the real-time trust-based shopping experience with the seller. Logistics service quality (LSQ) is critical for Fr2Fr SC sellers to meet customer expectations and satisfaction. More precisely, in Fr2Fr SC, there will be a strong 'relational' aspect of LSQ along with the 'operational' aspect that was absent in the earlier version of online commerce and SC. Although the extant literature has examined chiefly the motivations for Fr2Fr SC adoption and usage, how the holistic LSQ impacts customers' purchase behaviour remains to be determined. Based on the stimulus-organism-response (S-O-R) model, this study investigates the impact of operational LSQ and relational LSQ on customer experience and satisfaction. This study conducted an offline survey to collect data from 432 Fr2Fr SC users and analyzed the data using SmartPLS software. The results show that operational LSQ (condition, timeliness and availability) and relational LSQ (assurance, responsiveness and empathy) positively relate to customer experience, influencing customer satisfaction in Fr2Fr SC. Furthermore, the study confirms the mediation effect of customer experience on the LSQ and customer satisfaction relationship.

Author Biography

  • Bijuna C. Mohan, National Institute of Technology Karnataka, Mangaluru, Karnataka, India

    Associate Professor, 

    School of Humanities, Social Sciences, and Management,

     

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2026-05-12

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