The Moderating Effects of Eco-Friendliness between Logistics Service Quality and Customer Satisfaction in Cross-Border e-Commerce: Evidence from Overseas Direct Purchasers in Korea

The present study attempted to investigate whether the logistics service quality influences customer status and intention to reuse in the context of cross-border e-commerce. In addition, we explored whether the eco-friendly logistics service plays a moderating role in each quality variable during the logistics service process. By classifying logistics service quality into delivery service quality, return logistics service, delivery stability, and delivery information service, we conducted a survey and obtained a total of 781 responses in Korea, a semi-developed country. The responses were statistically analyzed. Based on this analysis, we concluded that the logistics service quality positively influences customer satisfaction and intention to reuse in the context of overseas direct purchases. Among the dimensions of logistics service quality, the most significant factor was delivery stability. Second, delivery service quality, delivery stability, and delivery information service positively influence the intention to reuse in cross-border e-commerce. Third, the satisfaction of products and/or services of a cross-border e-commerce firm has a high impact on repurchase. Finally, we found that the eco-friendly logistics service positively moderates the relationship between return logistics and satisfaction and the relationship between delivery quality and customer satiation. We concluded this manuscript with a discussion of managerial implications and academic contributions.