A Study on Cross-Border e-commerce with Logistics Service Quality Impact on Customer Satisfaction Using AHP Technique

In the past, only large-scale companies were able to gain the benefit of international trade based on their capabilities and resources, but even relatively small and medium-sized enterprises (SMEs) have been able to trade through e-commerce due to the help of Information and Communication Technology (ICT). Cross Border Trade (CBT) is one of the trends driving the borderless world of e-commerce. As a result, Cross-border trade orders have skyrocketed around the world which is led by an increasing amount of people are shopping online across the borders. Now, it has become a great concern to provide logistics services to meet the demand for anytime, anywhere trade transactions and activities seamlessly. While customers always want a higher level of customer satisfaction, logistics companies are not able to accommodate all of their customers’ needs with their scarce resources, losing out on the chance to increase revenue generation. In order to meet the customer’s needs in the cross-border trade (CBT), it is important to explore which logistics quality attributes are recognized as important to customers and to reflect the results in corporate decision making. Therefore, this study seeks to explore which of service quality attributes constituting the logistics service are recognized as important and to identify the relationship between importance and necessity. To conduct this study, the Analytic Hierarchy Process (AHP) and preliminary studies related to logistics service quality were referenced and reviewed. The survey was conducted by dividing the selected groups into sellers (customers) and logistics companies (providers). Results obtained were processed using AHP to comprehensively review and analyze the results of the two groups. By defining the factors that make up the quality of logistics services and identifying the relative importance of each factor, we contributed to prioritize service criteria to consider for improvement or innovation of logistics service quality. Accordingly, it would be a good reference for logistics companies to meet customer’s demand in an efficient allocation of resources by identifying the perception gap.