Work

“High-Tech” and “High-Touch”: Complementary Effects of Logistics Service Quality Orientations on Consumer Satisfaction in Omni-Channel Retailing

Year: 2025

Type: article

Abstract: Based on the self-determination theory and social presence theory, this study examined how high-tech and high-touch orientations in logistics service quality (LSQ) influence consumer satisfaction in omni-channel retailing. LSQ was modelled as two second-order constructs: high-tech orientation (timeliness, physical facilities, and ease of return) and high-touch orientation (employees’ knowledge, flexibility, and responsiveness to delivery discrepancies). Survey data from 455 consumers were analyzed using structural equation modelling. Both orientations significantly improved satisfaction, with high-tech orientation showing a slightly stronger effect, reflecting the digital literacy of the predominantly young sample. The findings extended self-determination theory and social presence theory by offering a dual-orientation perspective and practical guidance for balancing high-tech and high-touch in omni-channel logistics service design.

Source: Journal of theoretical and applied electronic commerce research

DOI: 10.3390/jtaer20040299

Authors: Diancen Xie, Jiahui Xie, Lanhui Cai, Po-Lin Lai, Xueqin Wang

Institutions: Chung-Ang University, Pukyong National University

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,207

Funder: Chung-Ang University