Logistics Service Cost as a Moderator of the Effects of Real-Time Tracking and Delivery Timeliness on Shopee Customer Satisfaction
DOI:
https://doi.org/10.24256/kharaj.v8i3.11956Keywords:
Logistics Service Quality, Real-Time Tracking, Delivery Timeliness, Logistics Service Cost, Customer Satisfaction, PLS-SEMAbstract
Purpose: This study aims to examine the effect of logistics service quality on customer satisfaction in the Shopee e-commerce platform, with a particular focus on the moderating role of Logistics Service Cost. The dimensions of logistics service quality investigated include Real-Time Tracking, Delivery Timeliness, and Logistics Service Cost. Methods: A quantitative descriptive approach was employed using an online questionnaire distributed through Google Forms. Of the 219 initial responses, 175 valid samples met the inclusion criteria after the screening process. The data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. Results: The structural model evaluation (R² = 0.758) indicates that 75.8% of the variance in customer satisfaction is explained by the proposed model. The findings reveal that Real-Time Tracking, Delivery Timeliness, and Logistics Service Cost each have a positive and significant direct effect on customer satisfaction. Among these variables, Logistics Service Cost emerged as the strongest predictor of customer satisfaction. However, the moderation analysis showed that Logistics Service Cost does not significantly moderate the relationships between Real-Time Tracking and customer satisfaction or between Delivery Timeliness and customer satisfaction. Implications: The findings indicate that, in a mature e-commerce market, Logistics Service Cost functions as an independent determinant of customer satisfaction rather than as a moderating factor. This suggests that consumers increasingly perceive logistics costs and information transparency as autonomous dimensions of service quality that constitute the minimum expected standard. The study contributes to the logistics service quality literature by providing empirical evidence on the changing role of logistics cost efficiency in shaping customer satisfaction within digital commerce.
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