The Effect of Omnichannel Logistics Service Quality on Customer Loyalty.

Abstract

Research Background: Even though most of the researchers have conducted their research based on Omni channel, they did not consider how the logistics service quality of Omni channel impact on customer Loyalty. Purpose of the Article: The purpose of this research is to analyses the Logistics Service Quality in the context omni-channel purchasing scenarios while considering four dimensions such as timeliness, availability, condition and return of the product and to assess their impact on customer loyalty Methods: The data were collected structured questionnaires from 200 respondents who use omnichannel shopping in Sri Lanka. Researcher used snowball sampling methods due ensures access to respondents who have relevant shopping experience. The data was further processed statistically using SPSS and SmartPLS 4. Findings and Added Value: Condition has a positive impact on customer loyalty, while other independent variables, availability, timeliness and return has no significant impact on customer loyalty. This study only used several dimensions of the Omni channel logistics service quality. The future researcher can use dimension like Personalization in Logistics Services, Sustainability & Green Logistics, AI-Enabled Customer Support in Logistics etc. By applying practice implication fashion retailer can enhance the customer loyalty, brand loyalty and operational efficiency. Leveraging the advance technology and delivering personalized customer experience creates the competitive advantages for the Omni channel fashion retailers.