The impact of e-commerce supply chain agility and logistics service quality on repurchase intention in a business-to-consumer context: evidence from an emerging market

İngilizce (OpenAlex)

Purpose In current market conditions, managing the supply chain from a customer-oriented approach has become a vital component of an organization’s competitive practices. With this approach, the supply chain needs to be agile, reacting quickly and providing high-quality logistics services that satisfy the end customer. This paper aims to investigate how e-commerce supply chain agility and operational logistics service quality affect end-customer repurchase intention in a business-to-consumer (B2C) context. Design/methodology/approach The study was conducted on 650 respondents in Turkey, and the results were evaluated by using structural equation modeling. Findings The research findings indicate that e-commerce supply chain agility has a meaningful and positive effect on operational logistics service quality, customer satisfaction and repurchase intention in B2C e-commerce. Moreover, customer satisfaction significantly mediates the relationships between e-commerce supply chain agility and repurchase intention and between operational logistics service quality and repurchase intention. Originality/value While the literature on the agility of e-commerce platform supply chains has few studies examining end customers, this study represents one of the emerging research efforts investigating how end customers react to the roles of agility and service quality in e-commerce supply chains.