Customer Satisfaction with Order Fulfillment in E-Retail Supply Chains in China: An Empirical Study

摘要

The Internet has changed the way how customers make their purchases and how retailers do business. With the development of B2C e-commerce, the retailers compete intensively to improve customer satisfaction and further secure their loyal customer bases. In this study, we investigate the relationship between customer satisfaction and customer loyalty in retail supply chains in B2C e-commerce in China. A conceptual model is developed to reveal the relationships and the factors influencing B2C e-customer satisfaction. Partial Least Squares is employed to assess the relationships between observable and unobservable variables and between unobservable variables. More specifically, SmartPLS is adopted to test and visualize the relationships. Based on the results, we suggest that e-retailers in China should improve their after-sales service activities and strengthen flexible and responsive order fulfillment activities in the hope of satisfying customers and further increasing loyal customer base.