이커머스 반품물류서비스 품질이 신뢰관계형성, 고객충성도에 미치는 영향

Effect of E-commerce Return Logistics Service Quality on Trust Relationship Formation and Customer Loyalty

Purpose This study is meaningful in providing strategic implications for improving the return logistics service quality of e-commerce companies by empirically analyzing the effect of return logistics service quality on the relationship between companies and customers. Design/Methodology/Approach A survey was collected from customers used return logistics service after purchasing a product using an e-commerce platform and verified with a structural equation model using Smart PLS 3.0. Findings Five factors of return logistics service quality were derived: reliability, timeliness, responsiveness, convenience, and economy, and it was confirmed that return logistics service quality has a significant effect on customer trust. It was confirmed that customer trust plays a role as a parameter mediating repurchase intention and word of mouth intention. Research Implications The result that economic efficiency has a significant effect on customer trust shows that it is important to designate a reasonable cost for customers. In other words, it was found that e-commerce companies can prevent customer when they provide a return logistics service by specifying the exact payment subject according reason.