The Relationship Between Perceived Level of Logistic Service and Brand Loyalty: A Study Of E-Commerce

Abstract

The purpose of this study is to determine the factors that constitute perceived level of logistic service and measure the impacts of these factors on brand loyalty. Internet usage enables current and potential customer to find and compare products they need via large number of e-commerce web sites. Although it is possible to find the same products in different stores as well in traditional commerce, this approach is subject to use of time and physical power. On the other hand, finding and comparing the products can be done simultaneously in internet. Hence, customers are more likely to move from one provider to another. E-commerce web sites pay more attention to brand loyalty not to loose customers, rather to increase. However, foundation of loyalty is more diffucult for those reasons. Customers are required to be satisfied to be loyal customers, improvements in satisfaction can occur with prerequisites. Especially, shopping through e-commerce cause customers to face logistic services. Customers feel logistic service processes until they receive the products from the time they ordered. Hence, e-commerce web sites require high level of logistic service to make a difference. Systems that enable customers to trace their orders, to receive in time, complete and undamaged and to fullfil all their needs satisfy them, and therefore contribute to brand loyalty. In this study, the impact of logistic service level on brand loyalty and mediator role of customer satisfaction are examined.