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Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction: An empirical study with comparison

Yingxia Cao (Department of Applied Business, University of La Verne, La Verne, California, USA)
Haya Ajjan (Elon University, Elon, North Carolina, USA)
Paul Hong (College of Business and Innovation, University of Toledo, Toledo, Ohio, USA)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 9 April 2018




The purpose of this paper is to understand the role of post-purchase logistic services on customer satisfaction and future purchase decision, to reveal any differences across China and Taiwan, to fill in a gap in the literature focused on post-purchase logistic activities related to shipping, return, and tracking, to provide managerial guidance in logistics for e-commerce, and to develop insights on logistic services for future research.


Using a validated survey instrument, 384 respondents in China and 145 respondents in Taiwan are collected. The research model is analyzed using component-based estimation approach to structural equation modeling.


The structural equation analysis of the study found that post-purchase shipping and tracking have an impact on customer satisfaction in both China and Taiwan. It also found that customer service is the most significant factor among the examined antecedents for online shoppers in China. While, return service is more important for shoppers in Taiwan. Finally, customer satisfaction played a stronger positive role for online shoppers in Taiwan as compared to their counterparts in China.

Research limitations/implications

This research extended the current literature about post-purchase logistic services in an online shopping environment with a literature-based research model and good empirical data support. However, one limitation of the study is that the data collected represents a cross-sectional sample; future research should examine longitudinal sample to study customers’ purchase intentions over time.

Practical implications

This study can help both scholars and practitioners understand the importance of tracking, return, shipping, and customer service in an online shopping environment and across countries. It provides insights on designing e-commerce relevant shipping services to satisfy and attract customers across countries.


The study investigated how post-purchase activities contributed to customer satisfaction in online shopping and explored the influence of customer satisfaction on future purchase intention in China and Taiwan. This is one of the first studies available in the literature to provide empirical support and managerial insights about post-purchase activities related to shipping, tracking, and returns for e-commerce with cross-regional comparison.



Cao, Y., Ajjan, H. and Hong, P. (2018), "Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction: An empirical study with comparison", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 2, pp. 400-416.



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