Effects of logistics service quality and price fairness on customer repurchase intention: The moderating role of cross-border e-commerce experiences

The dimension of logistics service quality (LSQ) has been receiving much attention as a key factor for the success of many leading domestic e-commerce platforms (DEC). However, the recent increase in demand for cross-border e-commerce (CBEC) calls for a reexamination of the relationship between LSQ and consumer repurchase intention. This study assesses the significance of the moderating effects of CBEC on the LSQ–satisfaction–loyalty–repurchase intention consequence chain. The findings revealed that CBEC has an enhancing moderating effect on the relationship between customer satisfaction and functional service quality (personnel quality) and, conversely, an attenuating moderating effect on the relationship between customer satisfaction and technical service quality (timeliness) and price quality (price fairness). Many DEC business platforms that are considering expanding into foreign markets can use these findings to create effective CBEC logistics service strategies.