Winning customer satisfaction toward omnichannel logistics service quality based on an integrated importance-performance analysis and three-factor theory: Insight from Thailand

Electronic commerce (e-commerce) is one of the fastest-growing businesses in the retail sector, especially in Asia. Owing to intense competition, retailers seek to consolidate all customer touchpoints into a single channel to enhance customer shopping experience. The omnichannel has emerged as a key strategic weapon in e-commerce retail business because its adoption hinges on customer perceptions of omnichannel logistics service quality. By drawing on an integrated importance-performance analysis, and a three-factor theory framework, this study examines how customers perceive and assess this quality. A leading e-commerce retailer in Thailand was used in the empirical study. Through a comprehensive literature review, 19 omnichannel logistics service quality attributes were determined based on customer shopping journeys. The attributes were categorized into four quadrants using importance-performance analysis and three-factor theory. As a result, attributes in each quadrant required different management schemes. Furthermore, performance benchmarking in customer satisfaction with omnichannel logistics service quality attributes between the case study and its best competitor was conducted using a performance ratio analysis. This study contributes to the omnichannel logistics literature in terms of assessing customer satisfaction; for e-commerce retail businesses, it provides insights into how managers can win customer satisfaction in the omnichannel logistics competition. Other business sectors that aim to improve customer satisfaction can also apply the framework proposed herein.