An Investigation into the Consumers’ Sensitivity of the Logistics Efficiency

Abstract

This research's objective is to verify the relationships between the consumer's perception of logistics' efficiency, satisfaction and behavioral intention. The logistic components perceived by the consumer were identified by a qualitative research. A questionnaire was conducted nearby 290 participants in order to check the impact of loyalty and mood on the sensitivity to the logistic function's efficiency and the influence of the latter on satisfaction and the patronage intention. Results show that the sensitivity to logistics efficiency is found to be three dimensional. It is subdivided into sensitivity to merchandising, availability of products and associated information, logistical sensitivity at the department level and logistical sensitivity at the tills level. This research found that loyal consumers are less sensitive to logistics efficiency. The latter is positively influenced by shopper's mood. Satisfaction and patronage intention are influenced only by the logistical efficiency at the tills level. This research can help the stores' managers to avoid problems triggered by the perception of logistical activities and to minimize their negative impacts by manipulating other in store variables. Its originality stems from the newness of considering the perception of the store's logistical function as a consumer variable which may have an impact on his behavior.

Impact of logistics performance on the store image, consumer satisfaction and loyalty: a quantitative case study

“…Logistics performance at the shelf level has the least influence on consumer satisfaction. This result is consistent with the findings of studies conducted by Garrouche et al . (2011) and Vasic et al .…”

“…(1996) and Ndjambou (2018); consumer satisfaction by the instrument used by Olivier (1997) and Ndjambou (2018); store image by the instrument developed by Semeijn et al . (2004) and Ndjambou (2018), while the logistics performance was measured by Garrouche et al . (2011) and Ndjambou (2018)’s instrument (Table 1).…”

“…The measurement indicators used to measure the four constructs of the research model ("logistics performance", "store image", "consumer satisfaction" and "consumer loyalty") are based on studies carried out by Zeithaml, Berry, and Parasuraman (1996), Oliver (1997), Semeijn et al (2004), Garrouche et al (2011) and Ndjambou (2018). The questionnaire is the instrument that was chosen to collect the data and it was designed using almost the same indicators used by the abovementioned studies.…”

“…In other words, logistics performance consists of controlling the operational functions (production, routing, storage, packaging, delivery) in a way that guarantees the availability of good quality products, in the right quantity, at the right time, but also at the right location (Ndjambou, 2018). According to Garrouche, Mzoughi, Ben Slimane, and Bouhlel (2011) and Deshpande and Pendem (2022), the perception of logistics performance is no longer only the direct result of the last in-store visit, but also the indirect consequence of previous visits.…”

“…The contribution of this research work is to verify whether there is a positive relationship between logistics performance and store image. The consumer is sensitive to several elements of the logistics function and this may be the cause of the development or deterioration of his relationship with the store (Garrouche et al, 2011). The perception of aspects related to logistics performance (the reinforcement of service quality, the availability of articles, the reduction of costs) by the consumer can, if they are evaluated favorably, have a positive effect on the store's image and vice versa.…”