A Study on the Impact of Logistics Service Quality on Customer Loyalty in C2M E-commerce Platforms: The Case of Pinduoduo in China

The rapid development of Internet technology has led to a significant rise in the e-commerce market, reshaping people’s consumer behavior. Online shopping has become increasingly popular, intensifying competition within the e-commerce industry. To succeed, merchants must maintain competitive pricing and highlight the benefits of their services, given the transparent nature of online product prices and quick information dissemination. In this context, logistics service plays a crucial role in e-commerce, particularly for online shopping. As the sole offline interaction point with customers, its quality directly impacts customer satisfaction and loyalty. Understanding the impact mechanism of logistics service quality on customer loyalty in the C2M (Consumer-to-Manufacturer) e-commerce model is vital for advancing the e-commerce sector. This study focuses on the Pinduoduo platform, exploring how logistics service quality influences customer loyalty in C2M e-commerce and proposing strategies to enhance this aspect. This study constructs a measurement model for logistics service quality in C2M e-commerce and establishes a relationship model between logistics service quality, customer satisfaction, and customer loyalty. The findings indicate that the empathy dimension of logistics service quality in C2M e-commerce has a limited impact on customer loyalty. In contrast, the other four dimensions, namely convenience, reliability, responsiveness, and informativity, directly influence customer loyalty. Moreover, logistics service quality indirectly and positively affects customer loyalty through customer satisfaction.