Track: Supply Chain Management

Abstract

Since logistics service quality has become a key strategic weapon for omnichannel success in the business-to-customer (B2C) retail sector. Therefore, it is essential that retailers have a deep understanding of customer satisfaction with the quality of logistics service and benchmark them with the best competitors. This study proposes a systematic framework to evaluate customer satisfaction with omnichannel logistics service quality (OCLQ) using revised importance–performance analysis (IPA) approach. One of an e-commerce retail companies in Thailand is used as a case study. In this study, twenty logistics service attributes are identified throughout the customer’s shopping journey. The research survey is conducted using a sample size of 411 clients. Revised IPA is applied to analyze the survey data, and then categorized the OCLQ in to 4 groups as “Keep up the good work”, “Possible overkill”, “Low priority”, and “Concentrate here”. The customer satisfaction benchmarking is performed with the best competitor of the case company. The findings of this study can help the case company enhance the customer satisfaction with OCLQ in order to maintain a competitive advantage.