Examining the influence of marketing logistics on e-shoppers’ satisfaction and post-purchase behaviour: Evidence from India

Abstract

India’s emergence as a fintech ecosystem, widespread social media influence, covid-19 and the rapid transformation of consumption patterns have significantly affected modern consumer behaviour. For e-retailers, other than providing products of excellent quality and reasonable price, they must improve online shoppers’ satisfaction levels through sustainable marketing logistics. This paper examines the relationship between several evolving marketing logistics dimensions and customer satisfaction. Subsequently, it also examines the impact of customer satisfaction on customer loyalty, repurchase intention and word of mouth. The study targeted online shoppers in India using a purposive sampling technique and 516 valid responses were collected through an online structured questionnaire. Data were analyzed using a robust PLS-SEM- ANN sensitivity method wherein, an assessment of the measurement model, predictive power, and structural model was conducted. The findings of the study revealed that dimensions such as accessibility, ecological packaging, responsiveness mechanism and reverse logistics have a significant influence on customer satisfaction. Artificial Neural Network sensitivity outcome reveals that response mechanism is the most important dimension of marketing logistics, followed by reverse logistics, accessibility and ecological packaging. Additionally, customer satisfaction has a significant impact on customer loyalty, re-purchase intention and word-of-mouth. This study can help online retailers to further strengthen marketing logistics to improve customer experience.