Assessment of operational logistics service quality and repurchase intention among Urban E-commerce Customers in Nigeria

Abstract

A persistent challenge in urban e-commerce is that poor last-mile delivery performance decreases customer satisfaction and repurchase intention. Thus, this study examined the effect of timeliness, tracking visibility, address verifiability, and service recovery responsiveness (SRR) on customer satisfaction and repurchase intention among urban e-commerce customers in Lagos State. This study employed a quantitative cross-sectional survey design and a sample of 428 respondents to represent the realistic urban e-commerce delivery conditions. Descriptive profiling, reliability and validity tests, Spearman correlation, non-parametric tests, robust ordinary least squares regression and bootstrap mediation were used to analyze data. The findings showed that timeliness (beta = 0.300, p < 0.001), tracking visibility (beta = 0.147, p < 0.001), address verifiability (beta = 0.244, p < .001), and SRR (beta = 0.264, p < .001) each had significant positive effects on customer satisfaction. In the repurchase-intention model, customer satisfaction had the strongest positive effect on repurchase intention (beta = 0.531, p < .001), while timeliness and SRR also retained significant direct effects. The study concluded that customer satisfaction is the most significant mechanism linking delivery implementation with repurchase intention.