Factors influencing cross-border e-commerce logistics on customer satisfaction in China

With the development of the internet and information technology, cross-border online shopping has become a new consumption norm for Chinese residents. Logistics, as the pillar of crossborder online shopping, has attracted close attention from practitioners and researchers because it not only influences customer shopping experience, but it also influences customer confidence level in cross-border online shopping. Previous studies have shown that Chinese cross-border logistics suffer from problems such as low satisfaction levels, high transportation costs, and long delivery times. Therefore, the purpose of this study was to determine the level of customer satisfaction in cross-border logistics in China and investigate the factors that lead to customer satisfaction in cross-border logistics. This study used a quantitative method approach to conduct a questionnaire survey of 458 customers residents in southwest China. The data were then analysed by mean value, correlation, and regression through Statistical Package for Social Sciences (SPSS) version 23.0 on the level of customer satisfaction. The findings showed that the customer satisfaction level of cross-border logistics in China is at a moderate level, with transportation cost, delivery time, return and exchange, information tracking, and staff service quality having a significant positive relationship with customer satisfaction of the cross-border logistics. The findings of the study enable this researcher to make some suggestions on how to effectively manage cross-border logistics to improve customer satisfaction in cross-border logistics. Therefore, logistics managers should reduce consumer transportation costs, reduce delivery time, simplify the return and exchange process, and provide convenient and reliable information tracking and high-quality staff service quality to improve cross-border logistics customer satisfaction.