Cross-Border E-Commerce: How the Quality of Logistics Affects Customer Choice. A Case Study from Türkiye

This study examines the effects of various dimensions of logistics service quality on customer satisfaction and online repurchase intention of cross-border electronic commerce customers. To reveal these effects, data were collected from 251 volunteer participants living in Turkey through online questionnaires. Partial least squares structural equation modeling (PLS-SEM) was used to evaluate the results. The reliability, discriminant validity, multicollinearity, and effect sizes of the model were also examined, and it was determined that the model reached accurate predictions. The study results show that operational logistics service quality, shipping costs, and order condition positively and significantly affect customer satisfaction. On the other hand, timeliness has no significant effect on customer satisfaction. When the effect of customer satisfaction on online repurchase intention is analyzed, it is found that there is a strong and significant effect. This result reveals that customer satisfaction is among the most important factors shaping customers’ repurchase intention in cross-border e-commerce. Factors such as operational service quality, shipping costs, and order condition, which are among the dimensions of logistics service quality, have significant effects on customer satisfaction. Customer satisfaction, in turn, strongly affects repurchase intention.