Logistics service quality and customer behavior in cross-border e-commerce: a thai consumer perspective

This study examined the relationship between six logistics service quality (LSQ) dimensions (timeliness, return service, condition quality, personal communication, information quality, and price fairness) and customer behavior in cross-border e-commerce (CBEC), with low-carbon logistics as a moderating variable. Data from 387 Thai consumers were analyzed through partial least squares structural equation modeling. Three LSQ dimensions significantly affected customer satisfaction: price fairness (β = 0.296, p < 0.001, f2 = 0.098), personal communication quality (β = 0.256, p < 0.001, f2 = 0.069), and shipping information quality (β = 0.166, p < 0.001, f2 = 0.032). Customer satisfaction strongly influenced repurchase intention (β = 0.588, p < 0.001, f2 = 0.431) and electronic word-of-mouth (eWOM) (β = 0.422, p < 0.001, f2 = 0.228), while low-carbon logistics did not moderate these relationships (β = -0.055, p > 0.05, f2 = 0.012; β = -0.017, p > 0.05, f2 = 0.001). The model explained substantial variance in customer satisfaction (R2 = 0.607), repurchase intention (R2 = 0.494), and eWOM (R2 = 0.506). These findings suggest that CBEC platforms should prioritize transparent pricing, enhance customer communication, and improve shipping information systems. Our research challenges traditional LSQ frameworks in cross-border contexts and provides actionable insights for CBEC platforms in developing markets.