The relationship between perceived level of logistic service and brand loyalty: A study of e-commerce

The purpose of this study to examine the impact of perceived level of logistic service on brand loyalty by anticipating that customer satisfaction mediate this relationship. Sale proneness and trust variables are examined to support the research model. E-commerce sector is investigated in the research. In the study practiced with data provided from 342 participants, SPPS.20 software is used and research hypotheses are tested with the help of regression analysis. As a result, it is determined that perceived level of logistic service has a significant impact on brand loyalty. Customer satisfaction is observed as mediator in this impact. While sale proneness do not contribute significantly to the model, trust variable has significant impact on brand loyalty and customer satisfaction is determined as mediator. Testing hypotheses, sub dimensions of the variables and interrelation of these discussed. Finally, research variables are sought to find how they differ with respect to demographic features to reach the conclusion that demographic variables lead to no significant difference among groups.