| Title: | The Impact of E-Commerce Logistics Service Quality of Fresh Cut Flowers on Customer Satisfaction in Yunnan Province |
| Author: | Duan Menglu |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 18th National and International Academic Conference “Sustainable Horizon: Transforming Ideas into Impact” 6-7 August 2025 (pp.905-916) Click PDF |
Abstract
Yunnan Province, the largest producer of fresh-cut flowers in China, faces serious logistical challenges in its e-commerce development due to mountainous terrain, long-distance transportation, and insufficient cold chain infrastructure. Given the highly perishable nature of fresh flowers, logistics service quality (LSQ) plays a decisive role in shaping customer satisfaction. This study set out: (1) To examine how each logistics service quality dimension affects customer satisfaction; (2) To provide practical strategies for enhancing customer satisfaction.
A quantitative research method was employed, and data were collected from 508 valid questionnaires. The analysis results indicate that all five dimensions of logistics service quality exert a significant positive influence on customer satisfaction, with assurance, empathy, and tangibles demonstrating the strongest effects.
Based on the key findings, the study proposes the following improvement strategies: enhancing assurance by providing professional training for logistics and customer service personnel, strengthening empathy through personalized services and emotional care, and improving tangibles by investing in better packaging materials and design to ensure product protection and freshness. In addition, it is essential to ensure timely and accurate deliveries, expand the coverage of cold chain infrastructure, and implement transparent logistics tracking systems. These measures can help reduce product loss, improve operational efficiency, increase customer loyalty, and promote the sustainable development of Yunnan’s fresh flower e-commerce industry.
Keywords: fresh-cut flowers e-commerce, logistics service quality, customer satisfaction, SERVQUAL
6617195701 Duan Menglu, 2568 (2025). Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), The Impact of E-Commerce Logistics Service Quality of Fresh Cut Flowers on Customer Satisfaction in Yunnan Province, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
