The influence of cost on customer satisfaction in e-commerce logistics: Mediating roles of service quality, technology usage, transportation time, and production condition

This study investigates the mediating roles of technology usage, service quality, transportation time, and product condition in the relationship between cost and customer satisfaction in the online retail logistics sector. Data were collected from 316 online sellers in Thailand, and the PROCESS macro was used to analyze both direct and indirect effects. The results demonstrate that cost significantly impacts customer satisfaction, with this effect being amplified by the mediating roles of technology usage and product condition. Technology usage emerged as the most influential mediator, highlighting its critical importance in enhancing customer experience. Product conditions also play a significant role, emphasizing the necessity of maintaining high standards in logistics operations. Conversely, the mediating effects of service quality and transportation time were less significant, indicating a potential context-dependent influence. This research fills a critical gap in understanding cost-customer satisfaction dynamics by incorporating open innovation frameworks and highlighting the pivotal roles of technology and product integrity in Thailand’s rapidly evolving e-commerce logistics landscape. Beyond its relevance to Thailand’s e-commerce logistics, the findings offer actionable insights applicable to other emerging markets globally. These include strategies to leverage technology and ensure product integrity, aligning with global trends in enhancing operational transparency and customer satisfaction.